PPC Titles: Creating PPC Titles

January 30, 2004

Overture has a large distribution network, which includes Yahoo!. Due to its large reach, you need to now make a decision about the goals of your pay per click marketing with Overture.

High CTR or Branding
Including the search term in your title historically grants a higher click through rate at pay per click search engines. This is so true at Overture that they actually give you a warning message if your title or description does not include the search term before you can submit the keyword for approval.

An Overture title is limited to 40 characters. That is not a lot of space.

A pay per click keyword title must be:

? Concise - A total of 40 characters at Overture.
? Attention - You have a split second as someone scans the titles to grab their attention.
? Call to action - make them want to click on your ad.
This is a lot to ask of only 40 characters. Many people only scan the descriptions, so you cannot rely on your description to make people want to click your ad.

To Brand or Not
Pay per click ads can receive a lot of impressions, and create a high internet visibility for a website or company name. Using your company name in the title will increase this visibility over time. However, just because people know your company name does not mean they know what you do.

This decision is related to your website’s goals. Is your main concern branding, visitors, or a mix of both?

This is a major decision to make and should be directly related to the goals your company has set forth for your website.

Related Information:

« Handling Disabled AdWords Keywords

PPC Titles: Branding »

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