Budgeting is 'the key to search marketing success'

6th March 2008

Paid search marketers have been advised by Yahoo! to remember the importance of careful budget management.

Writing on the Yahoo! Search Marketing Blog, Kastle Waserma, communications manager for the firm's customer solutions department, claimed that money is a crucial aspect of mounting a new campaign.

The Yahoo! representative noted that the excitement of planning a new paid search campaign can often obscure budgetary constraints, meaning that marketers could potentially be met with an unpleasant surprise when they realise their campaign's effect is being curbed by money issues.

According to the communications manager, a paid search budget should be considered as a "money pie".

"To make room for the new campaign, you might have to consider reducing the spend from other campaigns, so that all of your 'slices' add up to the total account budget," the blog post asserted.

Vish Makhijani, senior vice-president and general manager of Yahoo! Search, recently published a blog post urging marketers to take advantage of the company's open platform to enrich the information displayed on their company's search results.