You shouldn’t spend too much money on branded paid search and retargeting, especially if your brand is new.

You’ll miss out on opportunities if you invest more than 30% of your budget in these tactics. They are mostly defensive and will provide only small incremental gains in CVR.

We know empirically that brand sales grow through increasing penetration, as explained in «How Brands Grow 1 & 2» by Byron Sharp and Jenni Romaniuk. Therefore, it makes sense to consider this when allocating your media budget, and deprioritize low incrementality tactics until you have perfected the motions that make you grow.

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