Marketo-DG2DA
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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 />
A Digital Advertising<br />
Budgeting Worksheet<br />
Use this worksheet as a way to<br />
get started planning your digital<br />
advertising budget. Keep in mind<br />
that you may need to complete<br />
more than one of these<br />
worksheets based on how you<br />
split your advertising budget.<br />
At <strong>Marketo</strong>, we complete one for<br />
advertising that supports brand<br />
building and one that supports<br />
demand generation, since both<br />
programs are supported by<br />
advertising but come from<br />
different budget sources. Let’s<br />
take a look at the worksheet that<br />
has example data filled-in so you<br />
can see how it works:<br />
Channel 1<br />
(e.g. Google)<br />
Channel 2<br />
(e.g. Facebook)<br />
Channel 3<br />
(e.g. LInkedIn)<br />
Channel 4<br />
(e.g. Bing)<br />
Month Total Budget Budget Budget Budget Budget<br />
January $10,000 $4,000 $2,000 $3,000 $1,000<br />
February<br />
March<br />
Display $1,000 $1,000 $1,000 $500<br />
Retargeting $2,000 $1,000 $2,000 —<br />
Search $1,000 — — $500<br />
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