AI Explained | I use Google Ads to advertise on multiple channels. How do I allocate my budget for each?

Introduction

You run your predication and find your ideal marketing and media mix by channel. Great! But Google Ads can contain YouTube data, so how do I know the Digital Display and Video Dashboard is the right dashboard to pursue over the Paid Search? Let's take a closer look at how we define our Google Ads channels.

Google Ads Channels

ChannelMix uses logic to categorize Google Ads channels based on the campaign type. You can learn more about how we define ChannelMix Channels for Google Ads in Data Explained | How are Google Ads Channels defined?

How do I allocate my Google Ads budget?

You receive a cost breakdown by channel in a cross channel predictive model. Take that cost value and enter it into the planning tab of the appropriate channel-level dashboard. 

Example

I have taken my suggested cost for Display from my cross channel prediction and entered it into the planning tab of my Digital Display and Video Performance dashboard, producing the results below. Using the filters in pervious tabs of my dashboard, I can see that that the "Mixed" platform is data coming from Google Ads, so I should allocated $3,202 to my campaign budget for "Display" in Google Ads.

To learn more about Google Ads platforms, see AI Explained | Why do my platforms look weird for my source level dashboards?

Don't forget if you need a deeper dive into what one of these platforms is, you can always use the filters on the other tabs of the dashboard to see how spend was previously budgeted. All predictions are learning from your data in this dashboard.