Making the most of your marketing budget

Maximising returns on investments is the primary goal for every business owner who invests in a marketing campaign for their brand. Learning how to properly test and troubleshoot your budget according to your business needs can help you save a failing campaign from costing you money.

Objectives
The first step to budget optimisation is being clear with the goals you are trying to achieve through this campaign. These can include generating qualified leads, driving content downloads or building awareness of your brand. Understanding your objectives can help you decide what aspect of your campaign needs more finances.

Testing
Deciding how to set a maximum and minimum spend per day on your campaign can be challenging. A two to four week testing period can help in narrowing down the range that works best to deliver the results set in your objective phase. A common strategy is to start with a mix of ad formats including sponsored content, text and message advertisements. This testing method can help in identifying the types of ads and content that provides optimal results for your brand.

Adapting your budget
Budgeting for marketing campaigns may present a range of issues even after the testing phase. It should be noted that constantly changing and adapting parts of your campaign to run smoothly is a part of digital marketing. It may help to start with a daily budget that is higher at the start of the campaign, and use these insights to then optimise your campaign and lower daily limits if required.

If your campaign is exhausting its budget too quickly, consider lowering your daily limit. If your campaign is not spending its budget, then you may need to automate your bidding option or set more competitive bids. Automated bidding aims to deliver the most results while spending your daily budget in full. This can also help to provide fast results, which can be useful if your marketing content is time-sensitive. However, this will also lead to faster spending of your budget.