In internet marketing, your keyword list is the essential way to connect with the overall customer. What many neglect to do when compiling their keyword list is to go “deep” rather than “wide”.
What a wide keyword list does is provide a large amount of related keywords. What a deep keyword list does is have variations of one single and obvious root keyword.
A typical example of a “deep” keyword list would be if you were to promote an ebook on beer, such as home beer brewing. A most obvious way to compile a keyword list is to revolve around these specific terms…much like:
brew beer at home
how to make beer
home made beer
This list seems fine, but the situation is that this list has a very narrow focus on the highly competitive (higher cost) keywords of “home brewing beer”. Since these are the most obvious words everyone else is likely to use them. So this is an example of going DEEP.
A much more effective method would be to go WIDE. Instead of using the obvious “home beer brewing” you could hit this situation from different angles on the same relevant keyword; for example:
home brewing lager
home brewing stout
home brewing ale
how to make Scottish ale
how to make beer
…and trying various combinations of:
how to ferment beer
home micro brewery
how to make irish stout
The basic idea behind going WIDE is finding the sub niches of keywords that can produce the greatest conversion and traffic. After finding the right ones, you could go really deep in them and find every combination possible of that sub niche.
If a phrase such as, “home brew ale” is the most profitable within a set that you found, a good method would be to expand upon this and find almost every variation of “home brew ale”.
In short, going WIDE is a greater tactic than going DEEP in that you’re attempting to make keywords as relevant to your ad headline and text as possible. So, if a person is looking for “how to make lager”, an ad that is set to “how to make lager” would have a better chance of being clicked on than an ad that reads “home beer brewing”. Thus, doing this will increase conversion and click through rates significantly.