When you are advertising on pay-per-click (PPC) search engines, you are essentially paying for every single click on your listings.  Since you are paying for every click, you need to have a good title and description for each listing in order to capture only *targeted* prospects.

You do not want just anyone to click on your listings.  You want a person who is a likely candidate to purchase your product or service.

Why?  Because it is costing you money every time someone clicks!

You want to weed out the *not-targeted* surfers who are poor qualifiers for what you have to offer.  You will have a better chance to make a sale from ten targeted visitors rather than from fifty untargeted visitors!  By bringing targeted individuals to your site, you will also see a dramatic rise in your conversion rate of visitors-to-sales.

Your bid is the only thing that controls your placement in PPC search engines so you do not need to worry about optimizing your web page with meta-tags or trying to figure out the right concentration of keywords.

In PPC search engine listings, the first thing your potential customer sees is your site title and description.  Only these two things will convince your potential customer that your web site is worth his or her time to see.

You should include your keywords in your titles and descriptions as these have been proven to increase click-thru ratios anywhere form 50% to 400%!  You need to make your titles and descriptions like a magnet that draws your potential customer to your web site.

Your title is like the headline in an advertisement, get a good title and you can draw up to 400% more people into your ad, the same goes for your title.  Advertising companies spend thousands of dollars on determining which headline to use in their advertisements.  This is how important your title is!  You should pretend that you are the potential customer and think about what title would make you click on the link.

Once you have gotten your prospect's attention with your title, you need to write a description that tells the person exactly what to expect after they click on your link.  Let your customers know what your site has to offer and what makes you unique.

For example, you may be selling coffee beans and decide to use PPC search engines to promote your web site.

The word *coffee* will obviously be your major keyword to use and should definitely include it in your title:

<-- Example Starts Here -->

THE BEST COFFEE YOU WILL EVER DRINK!
We offer over 400 varieties of different coffee beans starting
from as low as $3 per pound.  Come take a tour of our site and
see what we have to offer.  We also sell in bulk to wholesale
companies.  We offer 24-hour delivery or your money-back
guarantee.

<-- Example Ends Here -->

In the example above, I first try to grab the reader's attention by creating an eye-catching title.  "The best coffee you will ever drink," is a bold statement that will encourage the prospective customer to continue reading.

In the description, I write exactly what I am offering and even mention how many varieties there are and the minimum price.  People know what to expect and what the minimum price is.  The description already eliminates people who may have been looking to purchase coffee beans for lower than $3 per pound.

What makes the description unique is that I have added the 24-hour guarantee.  This will make your listing stand out from the competitors.  Tell the world what makes your site unique.

Writing titles and descriptions for your PPC listing is like an art that only takes a few times to master.  Follow these simple points and you can get more bang for your buck on PPC search engines.