Title and Description Techniques for SEM

This month I'm doing contract copywriting, SEO and PPC work for an Atlanta
Advertising firm. The biggest learning experience for me has been with writing
titles and descriptions for Overture and Google pay per click ads.

Here are some notes and techniques for writing titles and descriptions.

Avoid terms like free on the PPC ads. Instead use benefits to the consumer like,
"We offer convenient day or evening classes, with financial aid for qualified students."

Use the keyword in the beginning of the title and the body.


For clients that are buying thousands of keywords, write titles and descriptions that fit into categories.

Using categories can make it easier to track trends in responses to keywords. Plus using a similar pattern or template for all titles and descriptions in one category is much faster than writing 2000 different descriptions for 2000 different keywords.