08.10.2015 Views

Marketo-DG2DA


SHOW MORE
SHOW LESS

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.

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!