On a fixed annual budget, what’s an effective way to ensure that you have the budget flexibility you need to experiment with campaigns to test their effectivenes?

• Check out industry reports that can help you predict query demand and set budget accordingly.
• Set aside a percentage of the budget for use in experiments and response to market changes.
• Send a supervisor a quarterly budget review as part of a request for additional testing allocations for the upcoming quarter.
• Create a monthly or weekly sync with the finance team in order to foster collaboration, share news and ideas about campaigns, and encourage flexibility in the budget.

The correct answer is:

• Set aside a percentage of the budget for use in experiments and response to market changes.