PPC Writing: Description Length

Posted: January 15, 2004

Description length is an often overlooked aspect to pay per click marketing. There are advantages and disadvantages to short and long descriptions.

All three lengths can accommodate the three types of title and description branding and CTR rates analyzed earlier. However, some do it better than others.

We recommend reading all three description articles in the order they are presented to get a complete understanding of which description length is best for you.

Very Short - One or Two Line Descriptions

This is a good description length for people who scan, but don’t read.

It is also useful for selling impulse buys, especially if your usual visitor makes the purchase from work.

Read more about Short Descriptions.

Medium Length - Around 100 characters

This description size contains the advantages and disadvantages of both the short description and long description type - just not to the degree of either.

It is very useful for a medium complexity of decision making, or when one line just does not convey the information you wish your potential visitors to see.

Read about Medium Length Descriptions.

Long Descriptions

This size description nears 190 characters, and allows you to convey a lot of information to your visitors.

While more information may sound better, it’s not always the best solution. This size is best used for products and services which require complicated decision making.

Read about Long Descriptions.

Titles & Descriptions are Compliments of Each Other

Your title, and description are all factors which should compliment each other in reaching your website’s goals of CTR, branding, and reaching a targeted audience through pay per click advertising. You may have to change each several times before you see optimal results, just let your creativity flow until you find the combination that reaches your goals.

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