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?

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.

Leave a Comment