How to Avoid Search Budget Cannibalization For A Better Share Of Spend

In my 18+ years in search marketing, one thing I’ve seen continuously is shared budgets. The SituationThe fact is a shared budget (often called a portfolio budget) does, in fact, help bandwidth-strapped operations (i.e., literally every marketing team on Earth) in avoiding overspending in a single engine. However, a shared budget rewards the high-volume or high-demand elements first. If this campaign is ongoing or evergreen, don’t use a campaign total; it’ll become a pain in the butt for you later. In campaigns using a shared budget, look at things like:Is one campaign considerably outperforming another one in terms of return?