We are in discussions to provide search engine marketing services to a company with a very significant presence in numerous Latin American countries. One of their primary competitors has been making extensive use of Google’s content network to distribute its marketing message to the same countries, so our potential client wants to do the same thing. In the course of a conversation yesterday, we discussed something which may be something you should think about for your own search engine marketing. And that is:
Should you go wide or go deep?
Here’s what we mean. We don’t want to launch an all-out marketing blitz in all of this company’s market countries at once. We want to start on a fairly small scale, generate some data, and then start expanding. But is the best approach to take a single country and saturate it with search and content ads (going deep), or should we pick just a few target content sites and run ads on those sites in many countries (going wide)?
Each approach has its advantages. The deep approach will generate a lot of country-specific data related to lots of different sites and search queries. Chances are pretty good that what works with one country will work with another. So if we can generate enough data, we can probably create somewhat of a template that could be applied to the search marketing campaigns in the other target countries.
The wide approach makes sense if the advertiser already has a very good idea about what specific sites are effective for its marketing message. Our prospective client believes it knows at least one site that will be very effective, although we won’t know for sure until we run ads and see if they result in converting customers.
Ultimately, like everything else to do with Internet marketing, it just comes down to testing. We don’t know which strategy is best until we try some different things to see what works. Our suggestion in this case is to do both. By aggressively marketing in a single country AND marketing cross-country via a few select sites, we will learn very quickly which approach is best and can start doing more of it.
So ask yourself…should you go deep or go wide? The only way to find out may be to do some testing on your own.
If you could use some help with your pay per click management, contact Work Media at 888-299-4837 or email Info@WorkMedia.net.