Wide or Deep ?
- Thread starter solokkhz
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You can do this in a lot of different ways. You will get different opinions depending on whom you ask. That being said, if you don't have any strategy, use this:
If you are operating on a limited budget, find out the widest possible keyword combinations. Then, find out the search volume for each of those. Make a list of keywords out of these which have high enough search volume. This is your "wide list with enough search volume". Now, create depth for the keywords in this list. Use only those long tail keywords for building your campaign.
To further minimize your losses: check your competitors who are advertising using paid search. Make a list. Find out those who also rank highly in organic search. Analyze those sites and find out the main keywords. Create a list. Now, compare the keywords in this list against your "wide list with enough search volume" (see paragraph above). Find out the common keywords in both lists (intersection if you draw a Venn diagram) , and go deep only on those.
If you have enough money, go wide first, find out the converting keywords, and then go deep on them.
Hi,
PPC experts say it is better to go wide than deep. The reason is by going wide you can explore the sub-niches that exist in your niche.
I'd really like to understand what you're saying here, if you have a moment?
Does "going wide" mean targeting the top most keywords and "going deep" means targeting synonymous/descriptive terms for the successful wide keywords?
Going wide generally means going after similar, synonymous and descriptive terms.
Example: we are promoting auto loans.
"auto loans" is the seed/starting/initial/root keyword.
If we go wide, we think of what other keywords represent "car loans" in a similar way, synonymously or more specifically.
So, if we go wide, we will create terms like "car loans", "Mitsubishi loans", etc.
"driving loans" - similar/generic
"Mitsubishi loans" - specific
"auto loans" - generic
Then, we go deep on each of those.
For "car loans", going deep means, coming up with terms like:
"car loans in LA"
"cheap car loans"
"bad credit car loans".
Now, understand this: we haven't defined wide and deep for academic purposes. It is a strategy for building the best possible keyword combinations. So, sometimes, the boundary between these may blur.
An example in this case:
"small car loans" - can be thought of as going wide, since it describes the root keyword more specifically.
At the same time, it can be thought of as going deep on the keyword "car loans" as well.
So, in this case, we need to make a decision. Which will make more business sense?
People may type in depth keywords for "small car loans".
Example: "cheap small car loans", "small car loans in MA".
So, it may make sense to treat it as a "wide keyword" phrase, and then go deep on it.
Your strategy should be based on the tools and resources which you have for working with keywords. Not on some terminology like wide, deep, long tail.
It is all intended for running a campaign profitably - keep that goal in mind always.
Thirded.
It is better to cast a wide net, and when you find one that works, dig in deep.
I was kind of doing things like this but without knowing the terminology (which doesn't matter like you said). +rep for clearing this up for me, thanks Jill!
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