Combine Brand & Performance for Optimal ROI

Marketing teams often commit fully to either brand or performance.

But the best ROI strategy isn’t to choose—it’s to combine. Optimal ROI was achieved with roughly a 55/45 mix of awareness and conversion-focused investment, according to Google’s recently released Effectiveness Report. This study focused on eCommerce advertisers which have advantages for tracking ROI compared to other verticals. See the chart above.