Question: On a fixed annual budget, what’s an effective way to ensure that you have the budget flexibility you need to experiment with campaigns to test their effectivenes?
- Check out industry reports that can help you predict query demand and set budget accordingly.
- Set aside a percentage of the budget for use in experiments and response to market changes.
- Send a supervisor a quarterly budget review as part of a request for additional testing allocations for the upcoming quarter.
- Create a monthly or weekly sync with the finance team in order to foster collaboration, share news and ideas about campaigns, and encourage flexibility in the budget.
The right answer was: Set aside a percentage of the budget for use in experiments and response to market changes.