If your goals are truly branding and visitors, fine-tune your ad title to include both and leverage the description to add further details.

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If I need to both acquire visitors and brand my site in Overture ads, how do I fit it all in?

If your goals are truly branding and visitors, fine-tune your ad title to include both and leverage the description to add further details.

While it will be more straightforward to craft Overture ad titles that focus on either branding or visitors, it may be the case that your business goals demand that your ads support both goals. This is challenging in 40 characters, but can be done with some creativity. First, if your company's name is very short, it may be simple to include both the company name and your keywords in the ad title. If you have a longer company name, however, you should identify the one or two words that are unique to your company name and include just those words and the keywords in your title. Leverage your web site analysis tools to understand which words in your company name are unique and meaningful to customers. Once you have created an ad title that focuses on both branding and visitors, you should reinforce those goals in the first line of your description. To get a high click through rate and brand your site, the first line of your description should be a sentence that begins with the keyword and includes your web site name. Since many search engines highlight search terms on the results page, this technique will highlight the beginning of your description, and chances are that users will start reading. Having your company name close to the keyword increased its visibility, and the proximity of the keyword and your company make users identify the two together, increasing your perceived relevance.

   

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