
On the other hand, is the brand side, it is prominent that if the budget is loaded into the performance marketing lacking a proper brand strategy to provide full support, the chances of reducing the returns are high.
The Institute of Practitioners in Advertising (IPA) data recommends that with optimal marketing, the brand gets 60 percent of the total budget to brand whereas, 40 percent budget to demand.
To know more about it in detail, we suggest you check out the infographic below.