You’re working on a fixed annual budget but wish to test new initiatives through campaign experiments. What’s an effective way to create the budget flexibility you’ll need?

  • Deliver a quarterly budget review to a superior, for purposes of requesting additional funds for testing in the next quarter.
  • Allocate a percentage of the budget for use in testing and responding to changes in the market.
  • Establish a monthly or weekly sync with the finance team to share ideas and encourage flexibility in the budget.
  • Look over industry reports to better anticipate query demand for the coming year and funding that will be required to accomodate this.

The correct answer is:

  • Allocate a percentage of the budget for use in testing and responding to changes in the market.

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