Best Practices for Budgeting Your Ad Campaign

  • Updated

OVERVIEW

When setting up your ad campaigns, it's important to budget it accordingly based on the objective that you want to achieve for the account-based advertising campaign. Applying a set monthly budget per company based on the objective will ensure that you are extracting the maximum value out of each dollar of ad spend and, as well as the associated ROI. There are different ways to budget: by funnel stage, account priority, or business unit/opportunity size.

BUDGETING BY FUNNEL STAGE, ACCOUNT PRIORITY, OR BUSINESS UNIT/OPPORTUNITY SIZE

In order to determine the right budget, you need to determine how you plan to set up your campaigns. Below are typical examples of the types of campaign structures to implement:

  • Funnel Stage:
    • Start with a low monthly budget for top of funnel campaigns and increase the budget as you progress to mid and lower funnel campaigns.
  • Account Priority:
    • Start with a low monthly budget for Tier 3 accounts and increase the budget as you progress to Tier 2 and Tier 1 accounts.
  • Business Unit / Opportunity Size:
    • Start with a low monthly budget for low ACV accounts and increase the budget as you progress to Medium and High ACV accounts.

BUDGETING BEST PRACTICE

As a best practice, most customers leverage the funnel stage method of budgeting as an optimal strategy within their ABM program because it's a simple and effective way of bucketing accounts and tracking their funnel progression. For specific objectives, and their purpose, when applying a funnel stage campaign method, follow these guidelines to further optimize the budget campaign performance.

OBJECTIVES PURPOSE GUIDELINES

Raise Awareness 

(Top-of-Funnel)

Top-of-funnel prospecting, new-market entry
  • $15-35 per account per month

Build Pipeline

(Mid Funnel)

Generation, acceleration
  • $35-$60 per account per month

Close Pipeline
(Lower Funnel)

Closing
  • $60-$75 per account per month

Retain / Upsell Customers

 

Renewal, upsell
  •  $15-35 per account per month


TIP

To further enhance the effectiveness of the campaign, implement the Demandbase Engagement Solution to improve visitor engagement on your website.
  • Personalize the landing page and other top entry pages by segment for broad campaigns.
  • Shorten forms pages to optimize conversion rates.

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