Session 10: Budget Rationale & Risk/Compliance Frameworks

Block 1: Advanced Strategy, Funnel Mapping & The A1 Deck

View lecture slides: Session 10 Slides

1-Hour Lecture (Theory & Strategy)

  • Budget rationale is not “we’ll spend NPR 50,000 on ads.” It is a logic chain: business goal → target CAC → channel cost-per-click/lead → required spend → expected volume.
  • Introduce a simple allocation framework: Capture (SEM — high intent, funds first), Create demand (Meta/social — mid funnel), Compound (SEO/content — long-term, low marginal cost), Retain (email — near-zero marginal cost). Recap the Phase 1 sample allocation in Session 8 note.
  • Risk register basics: platform policy risk (ad account suspension, disapproval), budget risk (overspend, no cap), compliance risk (data privacy, misleading claims, restricted categories), reputational risk (poor creative, insensitive targeting).
  • Read the ad policy fundamentals here: Google Ads campaign structure and Ad performance & Quality Score.
  • Ethics & privacy angle: Ethics and data privacy — required reading before drafting your risk section.

1-Hour Lab (Agency Execution)

  1. Using your Session 9 funnel diagnosis, set one SMART marketing objective (e.g., “generate 60 qualified leads/month at CAC ≤ NPR 3,000 within 90 days”).
  2. Build a budget table: channel, % allocation, rationale (one sentence per row, tied to a KPI — not a guess).
  3. Draft a risk/compliance register — a 4-row table: Risk, Likelihood, Impact, Mitigation. Cover at minimum one platform-policy risk and one data/privacy risk.
  4. Cross-check your riskiest claim (e.g., “guaranteed results,” health/finance claims) against Google/Meta ad policy restricted categories.
  5. Local data baseline: Reference the Kathmandu Bookstore CRO case for a realistic, defensible small-budget allocation example.

Deliverable: Feeds Assignment A1

Budget table + risk/compliance register are now locked. Combined with Session 9’s funnel insight, you have 3 of the 4 A1 rubric criteria drafted.