Leveraging Google Ad Headline in the right way should always be your priority. The right kind of Google ad can open endless business opportunities for you. But we get it! Capsulizing the most vital information in limited characters feels daunting. Remember, this little headline can either bring in a lot of revenue or put your ad at the doors of ignorance. According to stats shared by Power Traffic, Google Ads convert 50% better than organic traffic.
Even though the task of writing a powerful Google ad headline should take only a few minutes, the truth is that it does not. A lot of research and brainstorming goes behind it. But you can work on it with even more clarity if you know some tried-and-tested tips used by successful copywriters globally.
This article is a compilation of all such impactful ideas to nail your next ad headline.
Let’s Get The Basics Out of The Way First!
You might already have read or heard these pieces of advice many times. But to set it clear for newbies here, we will reiterate the basics of writing an impressive Ad headline.
- Include the keywords or at least establish a connection with the user search query in your headline so that they know what you do (more on this later).
- Write an intriguing headline– something that would make the user want to click it. For example, you may ask a question, add humor, or use a controversial sentence.
- Keep the grammar, punctuation, and spelling in check.
And that’s it. These pointers are enough to get you started but not sufficient to help you write headlines that attract action.
Hence, we need to dig a little deeper and understand how you can write the right kind of Google ad headlines.
How to Write Powerful Google Ad Headlines?
Use the Character-Limit To Your Advantage
A general rule of thumb is to make your ad as informative as you can. So, even though you shouldn’t make language errors, you can resort to sentence fragments and one or two-word information. The idea is to let the user absorb as much as they can in one glance and help them decide to click your link or call you faster.
Let’s analyze these three ads.
1.
2.
3.
The first ad is clearly better in terms of information as they mention comfort, ease of use, waterproof, and warm as the features of their winter jackets. The ad also specifies that the jackets are designed to withstand harsh winter conditions. And the best part is, they have given direct links to more pages on their website, using character limit at max.
On the other hand, the other two ads lack information and haven’t used the space much or provided any useful information.
While we are at it, what information should you include? For that…
Consider the Search Query Your Ad Will Appear for
This is one of the gravest mistakes one can make. You might be tempted to make it around the best feature of your product. But the user is more likely to click the one that is closely related to their query.
Think of all the relevant search queries your prospects might use and note down all the possible questions they might be looking for answers to. Now create a copy with a headline that relates to the search query and be as descriptive as you can in the body of your ad, answering the questions the user may have.
Also check: 6 Google Ad headline templates
Include Stats, Testimonials, or Proofs
Numbers and testimonials are known to drive attention and act as trust builders. But these can also fire back if you don’t use them carefully. If you are determined to use numbers, make sure they are believable, data-derived numbers.
No one actually believes “100+ Successful Events”. Whereas “trusted by 256,863 parents in Seattle” is more believable. But that doesn’t mean that you can claim false numbers– doing so can get you in some serious trouble.
Similarly, if you have received amazing reviews or testimonials from your clients, you can use them in your headlines to induce the trust factor. But you have to be cautious of the way you put testimonials. The reader should get it that your headline is a testimonial.
Make it About Them, Not You!
Think from a user’s perspective and deduce what is in it for them. As we said, nobody cares about who you are and how amazing your product is. What you have to offer them is what makes the difference. So, instead of singing the praises of your company or your product, you should talk about the benefits of your product/service and how it solves their problem.
For example, this is a previously mentioned ad:
This is rather poorly written.
First- Get A New Plaid Jacket” is only a good headline if the user is specifically searching for plaid jackets. However, the search query here was “Winter Jackets”. So, it actually looks like they sell spring jackets only.
Second- The sentence “Get familiar with WLKN family” isn’t very clear and doesn’t imply whether they are a family-owned business or they are referring to their collection of brands as WLKN family.
P.S. The last sentence is grammatically incorrect.
Mention Discounts or Promises
This is quite a clever technique, where you mention the discount or free shipping offers in the headline. No buyer can resist good discounts and offer and hence, such ads garner greater ROI. You can use this trick to stand out in a crowded marketplace of your niche.
Free shipping and money-back guarantee show your confidence in your product and compel the user to put their trust in you. These promises and guarantees only work when you fulfill your promises post-sale. Otherwise, it might ruin your reputation completely.
Talk About Your USP
Fitting in a well-established market where your competitors are offering everything at a nominal price can be tricky. For example, you may have the best reviews for the quality of your product but at higher prices than the average price range. You can highlight the trusted quality of your product.
Another example could be that you use toxin-free natural material in your product that justifies the higher price tag, you should play around with this USP in your headline. Because those who are looking for reliable quality products wouldn’t mind clicking on your ad and even purchasing if you successfully gain their trust.
Check What Your Competitors Are Doing
Competitor analysis is one the best ways to find out the strategies and ad campaigns the top players in your industry are using. You can directly keep an eye on all their advertisements and analyze the pattern. There are also many tools that help you with hassle-free competitor analysis, such as SEMRush, Ahrefs, and Buzzsumo.
With this research, you can get the best ideas without many hit-and-trail campaigns. These tools tell you what strategies and keywords are working for them. Competitor intelligence helps you knock on the doors of different perspectives and use them to your advantage.
Avoid Fluff, Fake Claims, and Jargon
Click baits were a smart initiative but people started exploiting them and users are now fed up. Today, we recognize click baits at a glance. And if by chance, a user trusts one and realizes that it was just a gimmick, they lose interest. That’s why brands today do not rely on such marketing tactics unless you use a clickbait that is relevant and is not playing with a user’s hopes.
But in most cases, you should refrain from anything that may cause you to lose loyalty and reputation. Avoid over-explanation, fluff, and fake claims. You should also keep the language simple and not mess it up with jargon.
Be Specific About What You Offer
Even though copywriting seems like casting charm with words, contrarily, the clear the better. Hence, be specific about what you are offering in the headline. You can either emphasize the benefit of your product/service or solve a problem your target audience would probably be looking for.
Additionally, you must ensure that your Google Ad headline and the corresponding landing page are in sync. Often, users bounce back if they don’t see a connection between what you are claiming in your ad and what they find on the landing page.
The Bottom Line
There is no one standard way to write powerful Google Ads Headlines. And the result is always a mixture of research, strategy, and psychology. Based on your intent, product or service type, and end goal, you can choose any of the above tips and create headlines that get clicked. The idea is to experiment and finalize.
Don’t forget to add a CTA in your ad copy to invite action from the user. Remember, it is best to study market trends, analyze competitors’ campaigns, understand your target audience, and plan the ad copy keeping your brand’s position in mind.
And if you want to overshadow an already established player, try to be the opposite of what they are. So, if they offer low-priced utilities, you can offer top-notch quality products. If you wish to learn more tips or get in touch with Agency Couch to analyze your marketing campaigns.
