What best practice should be followed to plan for budget flexibility?

Setting aside a percentage for testing is a best practice that ensures budget flexibility because it allows advertisers to allocate funds for experimentation and optimization. By earmarking a portion of the budget specifically for testing new ad formats, audience segments, or strategies, businesses can adapt to changing market conditions and gather data to inform their decisions. This approach not only facilitates innovation but also enables performance-driven adjustments based on real-time results, ultimately leading to improved campaign effectiveness.

When testing is prioritized financially, marketers are better equipped to discover what works best for their target audience, leading to more efficient ad spend and potentially greater returns on investment. This strategy aligns with the dynamic nature of digital advertising, where rapid iterations and optimizations can significantly influence overall campaign performance.