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Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition by Catherine Seda, Kevin Lee

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Chapter 8Campaign Setup: Titles and Descriptions

You don’t have a lot of space and time to accomplish your paid search engine advertising objectives. The first stage of a consumer’s impression of your ad occurs just milliseconds after the rendering of a SERP (search engine results page). And all you have to work with are three or four lines of extremely brief ad copy. So your ad copy had better hum, convince, and in every way work better than that of your competitors. Because no matter what the keyword is, there are only a limited number of searches per day, and the search engines prefer to show the titles and descriptions that are most relevant and compelling (all other things equal). For this reason, those few characters you write for a title ...

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