Managing budgets across multiple paid media channels is one of the most important skills in a PPC marketer’s toolkit.
You’re constantly deciding how to allocate spend across channels and campaigns, how to handle big budget swings, and whether to set total or daily budgets.
In an AI-driven ad platform world, campaign budgets remain one of the few levers marketers still fully control – and they deserve careful thought.
Structuring your budget effectively
Depending on your business model, you may have more or less input into the overall paid media budget.
However, you usually have more control over how that budget gets broken out across channels and campaigns.
Start by looking at the total budget you have to work with.
It’s unwise to split a small budget across too many campaigns, as you’ll limit the platforms’ ability to learn and gather enough data to drive efficient results.
But with a larger budget, you can start segmenting out portions for testing channels or campaign types you haven’t run before.
Dig deeper: PPC budget planning: Aligning business goals, ad spend, and performance
For example, if you’ve only been active in paid search and are already maxing out opportunities there, and the brand has additional budget, consider allocating some of it to Google Demand Gen or social channels to see how performance compares.
Next, think through the brand’s current level of awareness.
If it’s still building credibility, putting more budget toward social prospecting may help increase visibility and build audiences you can later retarget.
Assess your ability to support campaign types that require creative assets.
If obtaining or approving creative is difficult, keeping more budget in paid search may be the smarter move so you can get a campaign live more easily, while earmarking budget for additional channels once assets are ready.
Connecting budget decisions across channels
When deciding on budget allocations, avoid viewing individual channels or campaign types in isolation.
Consider how each one may be affecting the others, and use data when you can to guide those decisions.
For example, you may see a higher conversion rate from search after launching a YouTube campaign that helps drive awareness for your products, along with video viewer remarketing audiences performing efficiently in search.
You may not see many direct conversions from the YouTube campaign, but if the data shows it’s improving overall conversion efficiency, it makes sense to keep budget allocated to both YouTube and search.
Aligning your budget with seasonal demand
When mapping out budgets over the course of a year, consider when peak buying times are and when interest may slump for the industry you’re dealing with.
- For ecommerce brands, the weeks leading up to a holiday season are generally an obvious time to allow for higher budgets.
- B2B brands may see less activity in this timeframe and want to slot more budget earlier in the year.
To make decisions on this front, look at historical data if you have it, and don’t forget to compare how performance may vary between channels at different times.
You can also use tools such as Google Trends and Keyword Planner to view historical and projected trends by month for relevant keyword themes.
Responding to sudden budget shifts
Inevitably, you’ll deal with sudden requests to adjust budget that are outside your control.
A business may be facing financial difficulties and decide to scale back marketing, or it may be closing out its fiscal year and discover additional money that needs to be spent quickly.
When you need to scale back, avoid spreading a smaller amount across too many campaigns, and pause campaigns altogether if necessary, rather than trying to keep everything running with low budgets.
If search is involved, look for higher CPA keywords. You can pause while pulling back, possibly using a stricter threshold than you would with a larger budget.
When you have the opportunity to increase budget, think through which campaigns should receive it.
Prioritize campaigns that are currently limited by budget – confirming this with recent spend data rather than relying only on Google’s flag – and that have shown efficient conversion performance.
Dig deeper: How to manage a paid media budget: Allocation, risk and scaling
Be cautious about increasing budget too quickly.
In search, especially when using broad keywords, you may see looser matches as the system adjusts to having more to spend.
In Meta, particularly with broad prospecting audiences, large increases can create a period of inefficiency as the system expands reach.
Depending on the amount of budget and how quickly it needs to be spent, don’t limit yourself to increasing spend in existing campaigns.
Additional budget may be an opportunity to test new channels or campaign types and bring these ideas to stakeholders.
Set clear expectations for KPIs, since results may not be as efficient as existing campaigns during testing, but may still drive incremental conversions you wouldn’t have captured otherwise.
Choosing the right budget type
Many ad platforms let you set either a total budget for the full duration of a campaign or a daily budget that reflects the amount you want to spend each day.
As Google rolls out total budgets to more campaign types, this choice will come up more often when you’re setting up new campaigns.
Meta, LinkedIn, and other social platforms also offer both options.
Total budgets generally work best for short-duration campaigns or when you have a strict budget cap and need to avoid overspending.
For campaigns running over a longer period, daily budgets tend to work best.
Still, monitor for periods when excess spend may occur, and watch for overspending when you increase budgets mid-month.
Google can spend up to two times your daily budget and will average it out over the month.
Meta can also spend up to two times your daily budget while averaging spend across a seven-day period.
Dig deeper: How to optimize B2B PPC spend when budgets and confidence are low
Putting your budget strategy into practice
As you plan and monitor budgets for your paid media campaigns, think through how you can portion out spend for both ongoing efforts and testing.
View your budgets holistically as a multichannel effort rather than treating them as siloed across platforms.
And take platform nuances into account when making major budget adjustments or choosing between budget types.