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Phase 10 · E-commerce & Performance Marketing

Topics

Performance Marketing Budget Allocation

Part of the Digital Marketing Roadmap.

Summary

Deciding how to split spend across paid channels based on marginal return — moving budget toward what's currently performing best while still testing new channels for future growth.

How to Learn This

  • 1Draft a hypothetical budget reallocation based on 3 channels' relative ROAS.
  • 2Learn why the best-performing channel today can hit diminishing returns as you scale spend.
  • 3Practice justifying keeping a small 'testing budget' even when one channel is clearly winning.

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More topics in E-commerce & Performance Marketing

E-commerce Funnel BasicsShopping Ads & Product FeedsMarketplace Marketing (Amazon Ads Overview)Conversion Rate Optimization for E-commerceAbandoned Cart RecoveryPricing & Promotion StrategyAffiliate Marketing Basics
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