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Budget tips: how to choose the correct budget for your digital display campaigns

When creating a new campaign it’s essential that you set the most appropriate budget.

Here we’ll run you through what you need to consider.

Deciding on an appropriate budget

The Fluid Ads platform requires you to set a budget for your campaigns before anything can go live. You have the option of defining your spend on a monthly or daily basis, but how much should you allocate?

The first thing to note is that there is no one size fits all choice when it comes to digital display campaigns. There are a variety of factors to consider including the overall size of your advertising budget and how this needs to be allocated cross-channel. You also need to consider the objectives behind your advertising and what increased spend could potentially mean for performance.

Campaign duration will also impact how much you need to spend. Remember that a budget that works for a shorter campaign won’t necessarily cut it for longer activity.

When first setting up a campaign, our Fluid Ads team will be on hand to guide you through the process. Initially for a 90 day period, we recommend a budget of:

  • 20k – 55k visitors $60 – $120 per day
  • 50 – 100k visitors: $115 – $220 per day
  • 100k – 200k visitors: $220 – $435 per day
  • 200k – 1000000: $435 – $2155 per day

Getting your targeting right

Increased budget doesn’t always mean an increase in performance. Targeting is essential to ensure you get the right bang for your buck from your campaigns.

By bringing an element of precision to your targeting you can guarantee that only the right users see your ads. This increases the opportunity to drive higher click-through rates and ultimately boost campaign performance.

The Fluid Ads platform offers a range of targeting options to tailor your digital display campaigns with additional services including Geotargeting, Keyword targeting, Retargeting and Demographic targeting.

Knowing when to increase your budget

To get the most value from your digital display advertising, it’s important to continue to evaluate and iterate your process as you go.

Crucial to the success of your campaigns is to understand what works in terms of campaign creative, timing, messaging and call to action. The right insights through enhanced reporting is essential.

It’s also key to know when you should push certain messaging and creatives with your audience and when to increase your spend.

Knowing when to raise your budget at the right time can truly impact the traction of your campaigns. As timing is everything, you should consider an increase in budget around key events and launches, including:

  • New product launches
  • Peak sales periods
  • Brand awareness campaigns
  • Promotions and offers

External factors may also impact your need for flexibility with your digital display campaigns. Whilst seasonality will always play its part, factors like the weather, political events and sporting events may necessitate a need to tailor both your campaign messaging and your spend.

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