Choosing and Writing Descriptions for Your Pay Per Click Ad
March 31st, 2009 by Geoff
Your PPC ads are the first thing that potential customers see, so they are a vital part of your campaign. A professional PPC company has the expertise and experience to develop a highly effective PPC campaign to bring great results.
You want to give visitors a reason to click on your link, so your description should be include your keyword in the description in order to create a close proximity between your keyword and your the link.
You want to create well written ads that prove you have what your visitors are looking for but you don’t want your ad to emulate a sales pitch, rather you want to entice instead of demanding.
The title of your description will be linked to your listing on a search engine, so it needs to be accurate, persuasive and compelling. Descriptions which are too broad often result in unqualified traffic.
The long or short of description writing
There are advantages and disadvantages to the length of description, it can be short, medium or even long so you need to ascertain which will work best for you.
Short descriptions. Usually one or a few words, and are preferred if you want your PPC ads to catch the attention of people who scan instead of reading. They are also useful for people who buy on impulse, especially when they have a limited amount of time to shop.
Medium descriptions contain about 100 words. They are targeted to medium complexity decision makers, or if you need to display information you wish your visitors to see,
Long descriptions allow a large amount of information to be displayed which gives you room to include details like contact details or company name. The length alone sometimes turns people away though. But they do appeal to people who make complicated decisions or those who are hunting for information.
Long descriptions should end by repeating your keyword near the bottom so that is visible in conjunction with your website address.
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