Many people assume that a bigger budget automatically means better results. On a level, it makes sense. Empirically, anyone can see that increasing budgets definitely improve some metrics immediately.
What’s more, many advertising platforms emphasize this message, that by spending more you’ll see improved traction, and quicker.
But there’s a lot more to this than meets the eye.
When it comes to budgets, “bigger isn’t always better” sounds counterintuitive. Moburst’ll show why this actually makes sense, and what you can do to ensure that your budget is deployed in the most effective way possible to meet your goals.
It’s How You Use Your Budget That Counts
Of course, there are many advantages to having a large budget. Most marketers wouldn’t say no to an increase in their potential spending.
Moburst wants to emphasize that bigger isn’t always better when it comes to budgets – if you have the perfect VP Purchasing Officer Email Lists campaign, and are achieving key metrics that are orders of magnitude greater than anyone else on the planet, then dial up that budget immediately!
If you think there might be room for improvement, and you want the most effective campaigns possible, then keep reading.
So what are the very real drawbacks to a bigger budget? Moburst’ll summarize a few of them:
Bigger budgets are notorious for keeping inefficiencies buried below the surface. There’s often an “if it ain’t broke don’t fix it” approach, which could be hiding multiple inefficiencies.
These could be audience-related, inefficiencies around low-performing creatives, or any other aspect of the complex ecosystem that surrounds a paid marketing campaign.
Expensive Mistakes Bigger Isn’t Always
Bigger budgets often get burned through a lot quicker than smaller ones.
There’s also more incentive to launch a campaign before it’s fully optimized, only to discover errors or under-optimized elements down the line; but not before these have already come off the credit card.
Less Optimization Bigger Isn’t Always
When the budget is tight and the demands are high, optimization is key.
Results are constantly being scrutinized, A/B tests are being carried out, data is analyzed, and all of this happens with relatively minuscule amounts of the budget until the campaign is lean and mean – and effective.
Only at this point is the accelerator depressed and the full budget released. With bigger budgets, many parts of this critical process are more likely to be skipped.
You’re running a massive budget. You’re hitting your targets in terms of download numbers.