When the search engine user gets the result of a search, they’ll see the highlighted titles for each listing followed by a short description. You should think of this just like a classified ad with a headline and short copy.
Here are some tips for formulating effective titles and descriptions:
• Use an attention getting headline to get as many people as possible to read the description. Here’s where you want to be sure to use the important proven successful terms like “free” and “you”.
• Write a description that succinctly tells the reader why he or she would be a fool not to click on your link. For most keywords this is the best plan because you’re only paying a penny or two for the click-through. But, you’ll want to be more selective about the copy for the more expensive bids. If you’re going to pay a quarter for each click through, then you may want to have higher quality traffic. You don’t want just anyone to click through. You want people more likely to buy.
• You should have the ability to track each keyword so you can determine the success ratios of clickthroughs to sales. All programs discussed above will allow you to use their system to track clickthroughs.

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