Question

Topic: Research/Metrics

How Deep Should Spotlight Tags Go?

Posted by Anonymous on 1/20/2011 at 11:45 AM ET 125 Points
My client just revamped their website. We are setting up the new spotlight tags for the site. I am wondering how deep to go on the new site with the tags. They are a small business and so we have to pay for each spotlight tag. Each one is not expensive, but it adds up when you want to do a lot of them. Obviously the more tags, the higher the interactions and the more we can track how many are have see the ads and then have visited the site. But, the amount of interactions we've seen from the deeper pages (in the past) makes it seem like it's fine to just do the primary navs from the homepage. Any thoughts/comments?
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RESPONSES

  • Posted on 1/20/2011 at 7:45 PM Moderator
    If this is the most important thing you have to deal with, you're probably spending too much time even thinking about it. If you make some reasonable assumptions on the likely result of how you handle this, you'll quickly realize that the cost of dealing with it is much higher than the possible return for your client.

    Surely you (and your client) have bigger fish to fry.
  • Posted on 1/21/2011 at 12:47 PM Author
    I thought that Marketing Profs Forum was a place where I could go to have a conversation and get questions answered. I would have appreciated a more honest or helpful answer like "I don't know" or "you might check here for information" or just don't respond! The fact that you completely dismissed my question is bad forum etiquette, not to mention rude.
  • Posted on 1/21/2011 at 9:04 PM Accepted
    I'm really sorry you found the response unhelpful and/or dishonest. I certainly didn't mean it to be either.

    I believe you already recognized that the primary navs are probably sufficient, and that the benefit of going deeper is marginal at best. I was simply confirming that going deeper is likely to be a less valuable use of your time than a whole bunch of other things you might do.

    Further, if the client is a small business, then the return on investment for tags on the deep pages is likely to be a lot less than if they were a large company with millions of dollars riding on the effectiveness of its website.

    I'm not sure what you find dishonest about that. You asked if we had any thoughts or comments, and I offered mine. If they are not helpful, feel free to ignore them. I certainly won't be offended.
  • Posted by Jay Hamilton-Roth on 1/22/2011 at 8:53 AM Accepted
    Remember that your client's goal isn't to get more visits - it's to get more revenue. So, for each new tag - how is it "paying" for itself? Are you measuring conversions for each page and seeing how the tags are helping achieve them?
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