We’ve already dis­cussed how you can use SEM advan­ta­geously on a small bud­get, but what if your com­pany has a huge bud­get to spend on search mar­ket­ing? Whether they are lim­ited to a minis­cule bud­get or rep­re­sent­ing a For­tune 500 com­pany, search mar­keters should stick to the same basic tenets of effi­ciency, analy­sis, con­sis­tency, and focus. Some mis­takes are more preva­lent when mar­keters have access to seem­ingly end­less bud­gets. Here are four com­mon search mis­takes peo­ple make when they have big mar­ket­ing bud­gets to use.

1. For­get­ting Your Focus

Even if you are a com­pany with a huge mar­ket­ing bud­get, you still have to find a focus and stick to it if you want to make the most out of your search mar­ket­ing dol­lars. Just because you have more money, doesn’t mean you have the right to spend it friv­o­lously. Often, search mar­keters rep­re­sent­ing big time mar­ket­ing bud­gets will pur­chase every key­word within six-degrees of their asso­ci­ated brand. This is silly and a waste of money. Look for key­words and phrases that match your brand and con­vert well. Instead of spend­ing more on branch­ing out to new terms, spend more to max­i­mize the effi­cacy of the terms that work.

2. Ignor­ing Search Query Reports

When you have a large bud­get, some­times you fail to spend time con­sid­er­ing your search query reports. Instead of look­ing at how you can improve your cur­rent spend, you might just throw money at your SEM prob­lems. This is not only inef­fi­cient, but it can be dam­ag­ing to your brand. No mat­ter your bud­get, spend time look­ing at search query reports to see what kind of searches your key­words and terms yield. You don’t want peo­ple search­ing for irrel­e­vant results to find your brand. For exam­ple, the peo­ple run­ning Adobe Acro­bat’s search mar­ket­ing have to be care­ful not to bid on key­words that will attract acro­bats, gym­nasts, and cir­cus folk.

3. Mis­ap­pro­pri­ated Funds

Mis­ap­pro­pri­at­ing funds can be a result of ignor­ing search query reports. If you don’t know how your key­words per­form, then you won’t know where to spend your money in an opti­mal way. This issue can extend beyond ignor­ing search query reports. If you have a huge mar­ket­ing bud­get, look out for money traps that do not deliver as much as they cost.

4. Not Using Search for Branding

Search is more than just a direct-response mar­ket­ing tac­tic. As I men­tioned in a pre­vi­ous blog, “Build­ing Your Brand with SEM,” paid search is a great brand­ing tool. When you have a huge bud­get, you might focus on buy­ing up all rel­e­vant key­words. Instead, you should focus on how these key­words reflect your brand. For exam­ple, if you need to decide between two sim­i­larly per­form­ing key­words, you should always buy the one that bet­ter rep­re­sents  your brand and image.

Big bud­get SEM prob­lems reflect the greater prob­lems of SEM. Focus, effi­ciency, and analy­sis are some of the hard­est issues to con­quer in SEM. But if you are mind­ful of these issues, you will prob­a­bly be able to avoid them.