A well-worded title can grab attention, create curiosity and encourage readers to click further. However, writing the right title can be a challenge: it needs to be short, yet informative. In this article, we show how advertisers can write titles that are not only attention-grabbing, but also effective.

The right title

The maximum length of the title, including spaces, is 60 characters. The length of the text will be adapted to the interface, so if it is too long the system may truncate the end.

How to write a good title?

• Ask a question, offer a solution or ask the reader what they would do. 
• It is important to articulate the USP of the product, i.e. the unique product attributes, why it is different from others 
• The title should preferably not include the company/brand name 
• If the advertisement leads to a webshop without any readable content, it is advisable to include the word webshop or webshop in the title to avoid disappointing the visitor. Anticipate where they will arrive. 
• The title promises more information. The title should not tell you everything about the product, just make you interested. 
• "Who", "don't", "why" or "worst" are good call words, i.e. wording that raises uncertainty, concern or simply curiosity usually works well. 
• However, words that in themselves threaten to over-promise, such as "best", "safest", "cheapest" and "easy", do not work.

Test several versions!

It is worth A/B testing several addresses to see which one performs best. Different approaches - for example, a shorter, simple title vs. a more detailed, emotive version - may yield different results.

Description (Lead)

The description lenght can be 60-100 characters, including spaces.

As each affiliate site has a different and unique look and feel to the offer box, some sites may not display the lead, only the title. It is therefore preferable to use a title that stands on its own.

In the lead, already start telling a story related to your product/service.

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