Determining a budget split between upper and lower-funnel is a recurring topic in paid media.
Upper-funnel campaigns (typically awareness and interest) create future demand, while lower-funnel campaigns capture existing demand and are built to drive action.
Knowing where the sweet spot is with budget allocation is a skill, and requires a sound knowledge of incrementality and how to balance immediate efficiency with long-term demand creation.
In this post, I’m going to explore the data, strategies, and channel considerations to help you find an…
