How to define monthly budget for on search, display and mobile app?
Re: How to define monthly budget for on search, display and mobile app
Though AdWords doesn't have a minimum spend requirement, budget allocation would depend on your marketing objectives.
For businesses looking for direct response (like online conversions, phone calls, form fills, etc) you'll have to concentrate more on Search Ads and Shopping (for retailers) and hence it would make more sense to allocate more budget there.
In case you'd like to create more brand awareness by reaching out to most number of people you'll have to concentrate on Display & Video networks. In this case it would make sense to allocate more budget on Display & Video.
Further, based on your targeting (location, languages, etc) you might have to create separate campaigns which also includes budget allocation.
Though monthly calculations are more comfortable for calculations and audit, you'll have to allocate daily budgets for each campaign as AdWords doesn't take monthly budget. You can do this by diving your monthly budget by 30.4 (average of number of days in a month) to arrive at a daily budget.
From performance and ROI perspective, I'd suggest structuring your campaigns based on marketing objectives and start with a decent budget. You can then increase your spend on campaigns that fetch better ROI.
Hope that helps!