The Tale Of Goldilocks & Global Search Budgeting

In the last few articles, we focused on minimums of keyword research and measuring performance, and now we can extend that process to budgeting. With search budgets, especially for paid search, we have three different options for budgeting. As the fairly tale goes, Goldilocks samples each of the bowls of porridge to see which was the right one for her. In developing our global search budget, we need to build our same three bowls, and lets call these bowls of budget could , should and would . For one project recently, I mined a universe of 150,000 keywords for a company across their entire product portfolio. We took keywords from paid, organic, site search and keyword expansion to map their entire keyword universe. Since they are a global brand, they set a benchmark of 80% share-of-voice from a combination of paid and organic. We pulled search volume from data from Google r...

Full article: http://searchengineland.com/goldilocks-global-search-budg...

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