PPC Description Writing: CTR & Branding

Posted: February 12, 2004

If you have chosen CTR & branding titles for your pay per click search engine marketing, then you need a description that reinforces your title.

Since you have achieved both goals in your title, it’s time to continue that in the first line of your description.

Many search engines highlight the searched for keywords on the results page, so the keyword in your title may be highlighted. To continue the trend of getting high CTR and branding your site, the first line of your description should start with the keyword and be included in a short sentence that also contains your website name.

When a keyword is highlighted, the eye is drawn to that word. If that word is at the beginning of your description, it is a natural place to start reading. Once a person starts reading your description, the first thing they see is your keyword, and the next your company name.

This simple process has just achieved several purposes. First, they started reading your description, invested time. Secondly, they have read your company name, increased branding. And thirdly, your company name was associated with the keyword due to its close proximity and short sentence structure, relevancy.

An example of such a sentence for the keyword “pay per click management” would be: Pay per click management by iDjinni Consulting.

This type of branding and high CTR writing can take more invested time than the other two types of title and description writing. This is due to achieving multiple goals in the same space others are trying to achieve only one goal. However, the long run payoffs can be well worth the invested time.

Related Information:

« Description Writing: Branding Descriptions

International Targeting with AdWords »