Answers
How much of my budget should go to brand campaigns?
Enough to defend, not enough to flatter. Usually a small share, and always visible separately.
The short answer
Enough to defend, not enough to flatter. Usually a small share, and always visible separately.
Brand is cheap and converts well, so an unmanaged account drifts toward spending more and more there while total revenue stays flat.
Cap it, report it separately, and judge the rest of the account on what it does without brand propping it up.
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