How to Create Amazing Ad Headlines
Amazing Ad headlines are similar to the impressive displays that are created at the front of store windows every day. Their purpose is to stop would-be shoppers in their tracks and picture how their life would be if they owned the product the brand is selling. Window dressing may be a great way to get a customer’s attention in the offline world, but online, the task falls to your PPC advertisements. Having an amazing ad copy is an essential part of collecting and keeping potential customers, but you also need to tempt those customers to click on your ads in the first place. Here are some tips that could help you to make your headlines more appealing.
- Include Your Keywords
Utilizing keywords, by this point, should be a no-brainer in online advertising, yet some people are still failing to take advantage of it. Don’t make it so your prospects have to guess what you’re selling – make the connection between your ad and their search query by including a keyword in your headline.
- Ask Questions
If a keyword doesn’t fall naturally into your headline, then try asking a question instead. Leveraging user intent is an important part of improving your conversion rates, and questions are a great way to do this.
- Solve Problems
The author of the best-selling book in the world on Google AdWords – Perry Marshall, champions the importance of solving your potential prospects’ problems in content. This technique can also be useful when it comes to your ad headlines too. People don’t just want to purchase things, they want to buy the things that can solve their problems.
- Try Humor
Making sure that your advertisements stand out from the crowd is essential, and sometimes humor is the best way to do this, as long as it is used in the right way. Remember, what’s hilarious to one person can be incredibly offensive to another, so if you do decide to take this approach, you’ll need to A/B test your ads frequently.
- Be Empathetic
As well as wanting you to solve their problems, prospects want to know that you, as a company, understand what they’re going through. This means that empathy is a powerful tool in creating great ad headlines. By showing that you understand your customer’s problems, you are beginning to develop a bond which can increase trust and conversions.
- Don’t make False Promises
Trying to draw your audience in with obviously false information is a great way to get Google to disapprove your advertisement completely. If you make a claim in your advertisement, make sure that the landing page or ad copy it leads to backs the claim up with real data or verifiable evidence.
- Emphasize Your Unique Selling Point
Your unique selling point is the thing that separates your business from everyone else. If possible, you need to include this unique concept within your ad headlines. This isn’t as effective for those who have unremarkable USPs, but it’s still worth considering, especially if other methods aren’t as useful.
- Be Clear On What You’re Offering
Some advertise try to trick their prospects into clicking on ads, but this is often the wrong approach. If your prospect is in the market for what you’re selling, then you shouldn’t have to trick them into buying from you. Be concise and clear with your headline copy, simplify your approach, and eliminate potential confusion about what it is you’re selling.
- Include Testimonials or Quotes
If you have a loyal collection of customers, then include some of their glowing testimonials and quotes in your PPC ad headlines. Try to be cautious when you’re using quotes, however, as sometimes this content can backfire.
- Focus on the Benefits
When you’re writing ad headlines with your user in mind, remember that they’re going to want to know how your service or product will benefit them. Sales professionals often keep themselves awake with the concept of “What’s in it for the customer”. When you’re trying to lure in prospects, this is something that you always need to think about.