Had this insight recently while working on both SEO and AdWords campaigns for the game I'm developing, thought I'd share. Probably obvious SEO 101 stuff to many, but I'd been doing SEO on my projects for many years and only recently tried AdWords, and it was a bit of an aha moment: meta descriptions are basically free, long-running text ads whose CPC is nothing.
If you spend weeks A/B testing and fine-tuning your ad copy, and paying Google hundreds of dollars to display it, at least that much attention should go to the infinitely more cost-effective (free) per-page meta descriptions.
I'd often use just a sitewide meta description, or write one hastily, since its keywords don't typically get indexed - but after dipping my toes in the AdWords waters it changed my perspective quite a bit. They're your ads in search results.
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