← Intermediate training · Module 9 — Budgets and planning — impression share, curves, allocation and spend control
Annual planning: seasonality, peaks, reserve and a budget that grows with results
⏱️ 10 min read · 💰 Bids and budgets · updated on 2026-08-22
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How to build the twelve-month plan from your history (a seasonality index per month and per campaign), when to raise ahead of a peak and by how much, the reserve for the unexpected and for testing, budget tied to goals (not to a fixed percentage) and how to present it to whoever signs it off.
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