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I am not asking about industry standards, just your view on what should be the right percentage ?
I think percentage spent on PPC depends on advertising objectives of the campaign. PPC spent percentage would be very less when the advertising or campaign objective is to create brand awareness or to trial. PPC spent would be higher if advertising objectives are continuity, brand switch or switch back.
PPC is a very important of digital marketing campaign. I have experienced more than SEO and SMO, SEM/PPC is the most effective of all. Around60-70% is spent on PPC
1:4 or1:5
