leosghost, you bet - fun topic!
farmboy, there are two levels to think on...
the placement tool looks like this:
(halfway down the page)
there are the listings you see there, mainly "domain names", but also "domain names >> channels". your channel name is the first level of thinking - the name is what we see first. it better be short, thematic and to the point.
if we click on a listing there, a small window opens, and we see a link to a typical page or to the section of your site, your short description, ad types and sizes, a link to the AdPlanner profile page for the placement and a few other items. this is the second level of thinking - write a good description.
i've opened many info boxes, to see no description. i assume the adsense user didn't add one. thumbs down.
there's not enough time in my day (or anyone else's), so i often add placements just from the domain name, or the domain and section name, when it tells me enough. sometimes i look at the description and even visit the site via the link.
given the depth of info, and it's layers, and that surely other advertisers behave differently than i do, and have different goals... it's impossible for me to give anyone specific help. but i'd say, if you understand the layers, you'll know to go from simple to more detailed, given how we are scanning on the other end. your description may not be read often, but when it is, it really matters.
i saw a channel description that said "325x250. Run of site". the sizes are already listed for me in the info box. and run of site is useless, and wrong, since it's a channel, and not the whole site.
our decision to add as placement process generally goes:
1) domain name / channel name => yes / no / maybe-look-deeper
2) open info box, see ad sizes and types, description, etc => yes / no / maybe-look-deeper
3) visit site or visit AdPlanner profile => yes / no
so make your description about the content, if it needs further info. make it about demographics. we already have ad types and size info, general traffic volume info (from G, which we trust more than site owner claimed volume) - give us enough info in the description to get to yes without having to go to the next step.
tell us more about what's there, or isn't there.
our mission is to look for relevant pages. we all are selling different things, so there's no right answer for you every time. but don't leave the description blank - i assure you my visit to an actual site will be very, very brief, 2 pages max. i have hundreds and thousands of sites to look at. the performance later will tell me whether to cut you off, or bid you up.
i need your elevator speech, super condensed.
i looking for date (okay, lots of them) - give me your opening line, that's all. before we even got to that, in 98% of the cases, i decided from across the room already. if i'm reading your description, you're a maybe - flirt with me very quickly, say the fewest words you can to tell me you are worth adding to my lil black book.