Level: Intermediate
Deciding how to split a fixed budget across multiple platforms is a genuine optimization problem, not just an even split by default.
Compare Platforms on Marginal Return, Not Just Average
The next dollar spent on a platform may perform differently than the average dollar already spent there, especially as a platform's audience gets saturated.
Weight Allocation Toward Proven Performers, With Room to Test
A disciplined split reserves the majority of budget for your best-performing channel while keeping a smaller, deliberate portion testing others.
Revisit the Split Regularly
Platform performance shifts over time due to competition, algorithm changes, and audience fatigue, making a periodic reallocation review worthwhile rather than a one-time decision.
Next step: Use the Sales Letter Writer to make sure the creative running on each platform is genuinely tailored to that platform, since budget allocation math means little if the underlying ads themselves aren't optimized for where they're shown.