Budgeting for Paid Search

Chapter 2 of Paid Search Planning and Strategy

Determining the overall monetary investment in paid search is a key activity that should inform the rest of the strategy. This chapter looks at approaches to budgeting and considerations for how it is managed.

By Econsultancy

15 minute read

The overall marketing budget for paid search should dictate its scope – not the other way around. This chapter looks at how to define a budget that can be used as the basis for the rest of the paid search strategy. It covers:

Approaches: There are several key approaches to budgeting that businesses can adopt, and companies can vary their approach through the year depending on business and market priorities. What are the most common approaches and which activities are they best suited to?
Considerations: From using bid management tools to setting appropriate daily budgets, what are the key considerations for paid search budgeting?