You’re working on a fixed annual budget but wish to test new initiatives throughcampaign experiments. What’s an effective way to create the budget flexibility you’ll need?

Deliver a quarterly budget review to a superior, for purposes of requesting additional funds for testing in the next quarter. 

Allocate a percentage of the budget for use in testing and responding to changes in the market. 

Establish a monthly or weekly sync with the finance team to share ideas and encourage flexibility in the budget. 

Look over industry reports to better anticipate query demand for the coming year and funding that will be required to accomodate this.