A powerful headline helps your ad stand out from the competition, attract clicks, boost traffic to your site, and drive conversions.
But actually creating one can be a challenge for even the most seasoned PPC expert.
So, how do you write irresistible ad headlines that make your PPC campaign more effective?
Ask Questions that Reflect the Prospect’s Goals
Asking a question is a simple but effective way to empathize with your target customers and engage their interest within a few words. It shows that you understand the prospects’ pain points and goals.
For example, if you’re a real estate firm, you could try:
- Moving home?
- Looking for Your Forever Home?
- Ready for Your Dream Home?
They might not be the best examples you’ve ever seen, but they align with the thoughts we tend to think when shopping for properties.
Spark Interest with a “How To”
A “how to” headline (e.g. How to Save Money on Gas) promises to solve a problem and make the main benefit of the product or service explicit.
Prospects may feel as if the ad speaks to them personally, and click through to see how they can achieve their goal. But it’s crucial that the landing page connected to an ad with a “how to” headline follows up on the promise. Keep a tight focus: multiple offers on a landing page can reduce conversions by as much as 266 percent.
Offer Buyers a Discount or Saving
We all want to save money where we can. That’s why discounts or special deals in a headline can help ads to stand out.
- Save 50% on Women’s Nikes
- Get 20% Back on Car Insurance
But make sure you don’t misrepresent an offer in a headline. Prospects will be ticked off if they click on an ad only to find the exact promotion they expected doesn’t exist. That’s bad for your conversions and your reputation.
There’s no reason for a prospect to click on an ad if they don’t see how it can help them achieve their goals at first glance.
A key part of this is including the most valuable keywords you can in your headlines. Avoid any unnecessary words and don’t try to appear smart by using jargon without justification. Show potential customers why your ad is the only one worth their attention on the results page.
You can use the following trick to find the most relevant headlines, too …
Test Your Headlines
A simple A/B test is ideal for identifying solid headlines. Create two that convey the same or a similar message, using different terms, numbers, offers, etc. Run one to half of your audience and the other to the rest for a specific period.
Measure the performance of both headlines once said period ends to see which is the best!
Creating ad headlines for your PPC campaign might be a challenge, but your hard work will pay off when your conversion rates and brand awareness increase.
Trust our Orange County digital marketing experts to take your campaigns to the next level and generate real results. Get in touch to speak to a member of our team now!