← Intermediate training · Module 9 — Budgets and planning — impression share, curves, allocation and spend control
Splitting the budget across campaigns: the marginal method, the rules and the calendar
⏱️ 10 min read · 💰 Bids and budgets 🥷 Scripts · updated on 2026-08-22
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From a monthly total to daily budgets per campaign — the six-step method based on target attainment, lost IS and marginal CPA, the ring-fenced budgets (brand, remarketing, testing), how to handle seasonality and the mistakes that throw the split off.
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