intermediate
4 min read
Budget Allocation Across Channels
Portfolio approach to multi-channel budget distribution
Once you have multiple working channels, allocate budget based on performance and opportunity:
• • •
Portfolio approach
- 60-70%: Proven channels with best ROAS
- 20-30%: Working channels with room to scale
- 10-20%: Experimental new channels/tests
• • •
Example $100K monthly budget
- $65K: Primary ad network (proven 4:1 ROAS, high incrementality)
- $20K: Secondary network (2:1 ROAS, testing scale)
- $10K: New publisher partnerships (testing)
- $5K: Creative tests across networks
Rebalance quarterly as performance evolves.
Note
Illustrative ranges — adjust based on performance and constraints.