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.