Description Writing: Branding Descriptions

Posted: February 12, 2004

If you have chosen the advertising method of high CTR titles, then you will want your description to include your company name.

Descriptions get read by many people who never click on an ad or reach your site on their first exposure to your company name. However, if your company name is seen over and over again, people will start to remember and associate it with an ideal that it has a lot of internet visibility, and will be more likely to visit you in the future.

Since your keyword is in the title, there is no need to lead off the description directly with the keyword as it already has a prominent placement.

We would suggest leading off your description with your company name included in a short sentence with the keyword. The close proximity of your name with the keyword above it (in the title) and then again near it in the sentence associates your company name with that keyword.

An example would be a search for the keyword “pay per click management” would then bring up the description: iDjinni Consulting is a pay per click management company. This description is a concise statement including the company name and exactly one of the services we offer.

This type of advertising with a high CTR title, and branding description gets more visitors to your site than a branding title, which means it relies on your website to carry your brand name throughout the site. Including your name on the landing page will help to reinforce your branding.

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