The Turn It Blue Ads Estimator Tool is a great way to determine what your budget should be to hit your digital goals—or to see how far your planned budget can go.
One of the best strategies in digital advertising is to plan your campaigns well—and when it comes to budgets, that means choosing an audience size, campaign duration, and goal frequency that you can afford. If you have $500 and try to advertise to a 1.2 million person audience, your ads won't make much difference—because only about 4% of your audience will even see your ad one time.
Once you've opened the calculator, you'll notice you can toggle between "Impressions" and "Budget" just under the subheading in this pop-up box.
To calculate your impressions, you will need to know two things: (1) the type of ads you plan to run and (2) your anticipated budget.
- If you don't have the budget to do video production, or if you just have a very modest digital budget, your best bet may be to run a banner-only campaign, so 100% of your budget will be allocated to banner/display ads.
- If you have a moderate budget and video assets you would like to use, we recommend dividing your budget between banner ads and digital video (as shown in the example below). Generally video is more expensive, so we like to allocate a heavier portion of the budget to video than banners/display.
- If you have a larger budget and video assets, consider adding in CTV ads into your campaign mix.
Ultimately, your ad breakdown is completely up to you—but consider the examples below for insight in a few points to consider:
In the example above, we've chosen a $5,000 budget split between banner ads (30%) and video (70%). This calculates approximately 216,667 impressions are likely to be delivered with this budget.
To determine a healthy campaign size to match this budget, you can toggle over to the Budget calculator (at the top, under the "Estimator Tool" title and subheading and check your math by measuring for the $5,000 budget:
In this case, a $5,000.00 budget split 30% on banner/display and 70% on digital video will properly target a 10,000 person audience over 2 weeks at a frequency of 10x per week.
You can also start with your desired campaign parameters and use the ad budget calculator to determine how much money you should spend to hit your goals:
In this case, we've maintained the 70/30 split between digital video and display/banner ads, with an estimated audience size of 15,000 people running for 5 weeks and an average frequency of 10x per week.
To successfully implement this campaign, you'll need a budget of approximately $19,000—but don't forget to factor in costs of creative development or managed services if you need to purchase either of those. Those costs add to your ad budget!
