As we learned in How to Write Headlines for Pay Per Click Ads, the headline is what you use to get the readers attention. The description is your chance to get the customer to click on your ad. There are a few tips and tricks to get them to do that.
Lets start off with the amount of space you get to capture the readers attention.
Generally you get 70 characters or 2 lines of 35 characters. Pay close attention to each PPC Network you use because the amount of characters for your description will vary from search engine to search engine. Some will only display a short description of your ad on some networks, while others may only display your headline.
Just like in the headline portion of your ad, your description section will BOLD the text that matches the keywords you have bid on. In this example, let us say we are creating an ad for a product that helps readers write good headlines.
In this case, we can see that that word Headline is now showing in our ad and it is Bolded TWICE!
Why is this effective? Because people scan pages from left to right going down the page. As your eyes move down the page the two times you see the word headline will be more likely to catch your attention.
It is good practice to spread your keywords out in your ads. This gives you a better chance at catching your readers eye.
The best advice is to run 2 ads at a time and see which style of wording works best for your market. This is called split testing.
Always put one ad up against another. You can usually tell in a few hundred page views which ad is the stronger ad. Once you have determined which ad has a stronger CTR or converts better, delete the ad that is under performing. Then create a new ad and compete it with the previous winner.
