60/40 rule
A guideline suggesting you split your advertising budget into two parts: 60 percent for ads you know work, and 40 percent for testing new approaches. It only makes sense if you actually have enough budget to divide this way.
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How Advertising Actually Works
Binet and Field's rules at a small-business budget.
Les Binet and Peter Field are the ad researchers behind the most-cited rules in marketing: brands grow best by mixing long-term brand-building with short-term sales pushes. That split still applies to a $2,000-a-month...
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Judging an Ad That's Already Run
Which ad metrics actually tell you the creative worked.
Most post-campaign numbers grade your targeting and your budget, not your ad, meaning they tell you who saw it and what you paid, not whether the ad itself worked. Here's the short list that actually tells you if the ...
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60/40 rule
The 60/40 rule doesn't apply if you don't have two budgets.
The 60/40 rule was built for companies with a brand budget and a performance budget to split. Most small businesses have one ad account, so the ratio doesn't transfer, but the reasoning behind it does: mixing recognit...
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Binet & Field
Binet & Field are advertising researchers known for studying how companies should divide their marketing budgets between…
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Byron Sharp
Byron Sharp is an Australian marketing researcher known for studying how brands actually grow through broad reach and consistent…
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Small business
A business owned and operated by a small number of people, typically spending limited budgets on advertising to reach local or…
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Advertising
Paid messages you place on platforms like social media and search engines to reach potential customers.
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Mental availability
Mental availability is how easily your ad comes to mind when someone thinks about what you sell.