This type of description allows you to show a large amount of information to potential visitors. This gives you the room to easily add your company name, keyword, and a decent amount of information.

The disadvantage of this description is that people who are more likely to scan listings will either click on your ad based on your title, or not at all. They will not read this much information.

The advantage is that people who are making complicated decisions, or who are information hunting, will like the fact you have so much information, and will associate this with your website and are more likely to click on your ad.

Visitors are more likely to click on a link they see when they first visit a page. Not everyone will scroll down to read additional listings, so any listing not shown when the page first loads will get a lower CTR. If you have a long description, on many pay per click search partners, you will be able to push one or two competitors off the initial viewable screen.

A long description should start with a sentence based on the description type you choose.

A long description should also end in two different ways. In both cases, repeating the keyword near the end of your description, so that it has a close proximity to your website address will increase CTR rates.

The first is the standard call to action - a reason to click on your link. You should try to include the keyword again near the end of your description so there is a close proximity between your keyword and link.

The second is a wanting for more information. This type of description does not include a call to action, but is written well enough that it shows you have the information they are looking for. Because you do not make a demand for them to click on your site, it does not feel like a sales pitch, but a cajole to view your website.

Your title, and description are all factors which should compliment each other in reaching your website’s goals of CTR, branding, and reaching a targeted audience through pay per click advertising. You may have to change each several times before you see optimal results, just let your creativity flow until you find the combination that reaches your goals.

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