Integrating Strategy and Budgets to Form a Cohesive PPC Program

Budgets reflect important priorities so they must be tied to the overall strategic plan. This session will teach marketers how to build solid paid search strategies that drive important business outcomes and create budget forecasts/projections that helps ensure those strategies come to fruition. After this session, you’ll be able to:

• Build strategic plans that are in alignment with business objectives and budget priorities
• Allocate PPC budgets using the 70/20/10 allocation approach
• Create forecasts to allocate funds based on the constantly changing needs of the organization
• Implement budget tactics that maximizes performance to generate the highest return