Do you know how to set a strategy when dividing the budget? The basis is setting goals, customer segmentation, testing traffic sources and the competitive environment.
The most converting traffic sources are at the bottom of the pyramid. This includes remarketing (targeting users who have already visited your website), PPC campaigns (PLA campaigns, dynamic remarketing, etc.), emailing and product comparators. Use these resources for 100 %, even before investing in less conversion sources of traffic (display campaigns, RTB).
You can find more information about individual sources in Honz's presentation.
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