Marketo-DG2DA
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
PART II: DIGITAL AD STRATEGY<br />
BUDGET STRATEGY<br />
As you start preparing to run ads, you need to be clear about your budget and then decide which ads<br />
and channels support your strategy. Your budget determines the spending limits for your digital<br />
advertising and individual campaigns.<br />
Your budget should represent the<br />
amount that you are comfortable<br />
spending each day or month (based<br />
on how the advertising platform<br />
charges you.) You may choose to<br />
allocate funds differently across<br />
channels, depending on which<br />
advertising channels you select.<br />
Your budget allocation also<br />
depends on the pricing models for<br />
each channel, which we will discuss<br />
in more detail later in this guide.<br />
You will likely have multiple levels<br />
of budgets, starting with your<br />
highest-level overall digital<br />
advertising budget, and working<br />
down into each of the different ad<br />
platforms and campaigns.<br />
You want to arrange your budget<br />
tracking so you can quickly see<br />
how you are tracking against your<br />
total budget.<br />
Budgeting Tip—<br />
Monthly vs. Daily Views<br />
If you want to view your budget in a<br />
monthly view versus daily, calculate it<br />
by multiplying your average daily<br />
budget by 30.4—the average number<br />
of days per month.