PPC Description Writing: High CTR Descriptions

February 12, 2004

If you have chosen the title branding method of advertising, then your company name is already prominent in your pay per click listings in the title. Therefore, the best keywords to lead off a description is the exact keyword that makes the ad appear.

Several search engines highlight the keywords searched for on the results page, so inputting the exact keywords in your description will lead to a higher CTR rate.

For some keywords, Overture uses keyword matching. This means that the keyword “travel packages Mexico” and “Mexico travel packages” are the same keyword. Since either search will show your keyword, you cannot always input the keyword into your description exactly as they were searched for. In these cases, go with the most naturally read. In the above, it would be Mexico travel packages.

Since this keyword is at the beginning of your description, the highlighting will draw attention to the word. This will naturally lead people to continue reading the rest of your description.

This type of description is not about branding, that is achieved with the title. Every word you use should be about inducing people to click on your ad.

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