Going global: Common sense considerations too commonly ignored

The profession of a paid advertising specialist is one of circular efforts; any declaration of success is met with a request for greater efficiency, expanded reach or fine-tuned creative.

Around and around we go.

When tasked with the “expansion” objective, instincts and common practice most often lead to a keyword review. We sift through synonyms, misspellings, secondary definitions and search query reports in an effort of laborious discovery. Keywords are the foundation of our paid advertising, and keyword review is always healthy practice, but too many hours are exhausted hunting keywords with minimal yield at the expense of the lowest-hanging expansion fruit of them all: actual expansion.

The global internet audience is almost 3.7 billion, less than 10 percent of which calls the US home. So if you’ve achieved profitable efficiency in your primary market, it may be time to open your doors to some of the remaining 90+ percent.

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Brendan McGonigle

Brendan McGonigle is the Director of US Business Development for Yandex, Russia's largest search engine. Prior to joining Yandex, Brendan spent several years building and growing VacationHomeRentals.com until its acquisition by Tripadvisor. After a stint with Tripadvisor, Brendan joined Yandex to assist US-based companies with their business in Russia and neighboring CIS markets. When he's not chatting digital and collecting cross-Atlantic airline miles, Brendan enjoys running marathons, hiking and pumpernickel bagels.