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PPC headlines significantly impact the success of your performance campaigns. Given that users spend less than 0.7 seconds on each online ad, it’s crucial to create captivating websites that grab their attention instantly.
Every internet user faces a barrage of stimuli while browsing the web, making it a formidable task to capture attention with mere text.
Here are some tips to help you write engaging PPC headlines for your upcoming campaigns.
Creating a PPC Headline That Converts
Writing a PPC headline involves both technical and creative aspects.
The technical side of a pay-per-click ad headline is fairly straightforward. While this may vary by platform, most headlines include the following:
– Character limit: Most PPC platforms impose a character limit on titles, with some even truncating the headline before reaching this limit.
– Variations: Platforms like Google Ads allow up to three headline variations for your ads.
– Limitations: All platforms have guidelines to prevent unethical practices, so ensure your ads comply with these standards before going live.
Beyond the technical elements, you can enhance your ad title’s performance by following these steps:
1. Use the Keyword at the Beginning of the Headline
If you use a platform like Google Ads, you can select specific keywords to trigger your SERP ads. Incorporate the keyword at the start of your headline or as close to the beginning as possible.
Users typically look for results that include the exact words they entered in the search. Therefore, using the keyword verbatim, even if it sounds slightly awkward, can be beneficial.
2. Align Your Header with User Intent
Ensure that your header matches the user’s intent.
Intent refers to the objective the user hopes to achieve through their search. This is crucial because identical words can have different meanings, so understanding the intent helps determine if a search term is relevant to your business.
For example, if promoting mobile device security software, your ad headline might read “Can You Tell If Your Phone Is Hacked?” followed by a conversion-focused description.
For your company website, running ads with keywords like “buy” or “service” is common, as these terms indicate purchasing intent.
3. Leverage Emotion to Your Advantage
Customers often view purchases not merely as products or services but as solutions to problems. Effective PPC headlines capture this sentiment.
Maximize the limited space available by considering the audience’s emotions when crafting your headline copy.
For instance, if you sell bottled water, create ads targeting thirsty customers seeking a refreshing drink on a hot day.
4. Keep Your Headline Simple and Clear
Even if your ad copy successfully attracts your target audience’s attention, the message might not be clear. With the average adult attention span just above 8 seconds, clarity and simplicity are crucial.
Besides using the keyword, choose simple and easily understood words. Avoid unnecessary words to minimize friction and ensure your message is clear.
5. Test Before Scaling Your Campaign
Regardless of how well-planned your headlines are, always test them with small-scale ads before launching a full campaign. Platforms like Google offer A/B testing features, allowing you to run tests within the same platform.
This process helps identify the best-performing headline variations, likely resulting in better ad performance.
Questions to Consider Before Launching Your PPC Campaign
The above steps can help create engaging PPC headers that yield excellent results. However, setting yourself up for success involves ensuring you have all the necessary elements for a successful campaign beyond just ad headlines.
Ask yourself these questions before launching your campaign:
Have I Thoroughly Researched My Audience?
Understanding the product you’re promoting is one thing, but studying your audience’s needs and the situations they encounter when choosing your product is equally important.
Conduct in-depth research to grasp the intent behind the searched keywords and the type of language to use in headlines to attract attention.
Is My Ad Content Commercial?
Online marketing content varies. Organic content can be either informative or commercial, aimed at converting readers into paying customers.
As a general rule, ads should be commercial since each click represents an investment, necessitating user monetization rather than merely informing them.
Is My Landing Page Suitable for My Campaign?
A common issue in PPC campaigns is using existing pages as ad landing pages. Ideally, create a specific landing page for your ad to facilitate performance tracking.
Moreover, a dedicated ad landing page allows for conversion-optimized design. Small changes like adding a CTA button can boost conversions by over 370%, significantly increasing the number of conversions generated.
Write Impactful Headlines to Boost Conversions
With users dedicating just a fraction of a second to each search result, it’s essential to create engaging headlines that capture their attention.
By using the keyword in the headline, tailoring content to user intent, and following the other outlined steps, you can refine your headers and move closer to your PPC goals.
Additionally, thoroughly research your audience and ensure all ad-related content is optimized for conversions.