Determining optimal budget allocation in Rockerbox
Use Rockerbox to identify how to cut budget efficiently or allocate incremental dollars for maximum performance.
We recommend two main approaches, depending on how you think about budgeting:
Approach | Description |
Bottoms-Up | Start with performance at the campaign or tactic level, then roll up to the channel or vendor. |
Top-Down | Start with total budget allocation by channel or vendor, based on average performance and strategic goals. |
Bottoms-Up Budgeting
When to Use:
- You have strict CPA or ROAS goals
- You need to optimize spend at a granular level
What It Is:
You evaluate performance at the campaign or tactic level (e.g. non-branded search, retargeting) and reallocate budget based on what’s working best.
How to Do It:
- Use Rockerbox to identify top- and bottom-performing tactics.
- Reallocate spend toward high-performing placements.
- Roll up to channel-level budget after optimizing tactics.
Commonly Used For:
- Mid- and lower-funnel channels
- Paid Search, Shopping, Social, Affiliate, Display, Native
Top-Down Budgeting
When to Use:
- You’re managing spend across the full funnel
- You want a strategic mix between branding and direct response
- You need to assess the halo effect of upper-funnel investment
What It Is:
You evaluate overall channel performance and define the right split across the funnel based on incrementality and strategic goals.
How to Do It:
- Define your target split between branding and DR.
- Use Rockerbox to assess the incremental impact of branding on DR and organic conversions.
- Compare users exposed to branding vs. those not exposed.
- Calculate the halo multiplier of branding exposure and use it to inform branding budget levels.
Commonly Used For:
- Upper-funnel and awareness channels
- Linear TV, OTT, Video, Podcasts, Direct Mail, Sponsorships