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 effectiveness?

Question

Accepted Answer

Set aside a percentage of the budget for use in experiments and response to market changes.

Answer

Check out industry reports that can help you predict query demand and set budget accordingly.

Answer

Send a supervisor a quarterly budget review as part of a request for additional testing allocations for the upcoming quarter.

Answer

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.