Budget allocation for Search Engine Marketing (SEM) can be tricky since there is no “one-size-fits-all” approach that you can follow. Compared to Search Engine Optimization (SEO), it’s easier to make spending mistakes on the former. SEM offers quick results; but if certain details are missed, these lapses will lead to significant losses. That does not mean that SEM is a bad option. In fact, it’s an exceptional one.
But first thing’s first: you need to come up with a well-informed and carefully-thought budget allocation to make sure that you’re going to enjoy its endless benefits. Yes, SEM requires a lot of effort, but it’s all going to be worth it in the long run. And by doing so, you can make informed decisions on how to optimize your budget allocation that makes sense to your business. In addition, it can help you avoid the following:
- Overspending – According to Business.com, SEM traffic is something that business entities tend to overspend on. One of the main culprits here is keyword bid inflation. Remember, a percentage of SEM ad campaign budget is directed at customer conversion. With this in mind, if mishandled, there’s a possibility that a chunk of it may go to waste. Avoid overspending by closely analyzing your campaigns on a regular basis and adjust your bids if the keywords are not yielding positive ROI.
- Underspending – Sometimes, in an effort to save money for other important business matters, underspending takes place. Which is also a bad thing since your goals are still not met. In SEM, this happens due to a low ad position, low click-through rate, insufficient keywords, competitor approach, and so forth. This should be addressed quickly before it gets out of hand.
- Inappropriate spending – When spending on SEM, your primary objective should be generating a positive return on investment (ROI). If you are just starting out on SEM, your primary focus should be driving website traffic, nurture leads, and then result in sales. It takes a significant amount of planning and funds but he who is well prepared has half won the battle. With that in consideration, it’s best to formulate realistic goals and budget. At the same time, be ready to make changes in a heartbeat if you notice that you’re spending a lot, but not getting your ROI.
Like in every business approach, it’s best to set aside time when it comes to budget allocation for SEM. Along the way, determine what is your customer’s lifetime value and how much you are willing to spend to acquire customers. By doing so, you can avoid the aforementioned heartbreak and headache that can have negative impacts on your business and hamper its growth.
If you’re still unsure of where to start, our digital consultants at Webnatics are happy to provide a Free Marketing Audit to kickstart your digital marketing transformation! Get in touch today by emailing us at email@example.com or call +65 6970 2800.