So what do we mean by this? It’s fairly straight-forward really; essentially Mistake #2 occurs when a campaign lacks a coherent SEM strategy that connects goals with the execution plan.
Why does this happen? First, the blame falls on the strategic planning process (or lack thereof). Most often, if Mistake #2 is plaguing a SEM campaign, it’s because the strategic planning process is absent or inadequate. One may question how a strategic planning process could be nonexistent within a company, yet in our experience this problem occurs in about 70% of SEM campaigns. Similarly to Mistake #1, this problem usually emerges when there is a lack of communication amongst an organization.