PPC Writing: Short Descriptions

March 30, 2004

Very Short - One or Two Line Descriptions

The advantages of this description type is that it is quick and easy to read. The information you want to get across to the potential visitor is instantly read and not buried in a more verbose format. Another is that your title and URL are very close together, which makes it easy to quickly associate the two.

If you already have a strong brand name, this format can work very well as your URL and company name are already associated.

The disadvantage is that such a description is so short, many will think you did not invest much time in your website as it can be summed up so easily. Another is that other people may be looking for more details before they click on a site. If someone reads several descriptions, this one will pale in comparison. And the last one deals with multiple viewable ads on a page (see the Long description below).

This format is often good for a young demographic that is looking for a quick and easy solution. It is good if you are only trying to get a high CTR and are not worried about branding, or if you already have a strong brand name.

It is also good for impulse buys for personal use while at work. These are buys that take very little decision making. ( i.e. flowers for the spouse).

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