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PPC Writing: Medium Description Length

Posted: February 15, 2003

These descriptions are usually around 100 characters, or 3-5 sentences.

This has the advantage while still being a quick and easy read, yet allows you to include more information.

This size has the advantages and disadvantages of the very short and long description types - just not to the extreme degree the others are associated with it.

If you use this size, you should read both description types, however, you should more closely follow the suggestions for the long description for placement of keywords and company name.

This is a good size for a young demographic when your product takes some decision making on which to use (comparison shopping), or is a more complicated solution than the typical young demographic deals with.

This is a good size for an mid age range demographic when your product is considered a quick and easy solution, or if its something that’s often a personal item that is purchased while the user is at work. (i.e. gifts for a spouse).

The difference between flowers and gifts for the spouse and why one is in the short category and one in the medium size is decision making. For buying flowers, the only decision is the arrangement, type, and what to write on that free card. Many of this demographic will choose a package listed on the landing page of your site and never look elsewhere, therefore the short description is very effective. Buying a gift takes more thought (Who doesn’t want to find the perfect gift?), therefore a medium length description will offer a few more options.

Read more about PPC Writing: Description Length.

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