“How much of my marketing budget should I allocate to Paid Search advertising?” This question must be answered by every business leader who sells or advertises products or services online. While each business is different, there are some principles that can be applied across most industries and business models.
Short answer:
Presuming that your goal is profit maximization, you will want to allocate your marketing budget according to the channels that are the most profit intensive; that is, those with the greatest ROI.