You know the old expression about never getting a second chance to make a good first impression? It’s true for your PPC ads, too. Your headline will literally make or break your click-through rate (CTR), contributing greatly to the overall success, or failure, of your managed PPC campaign.
Your headline is the first thing the user will notice when they see your ad, so it’s important to make it a good one. Today we’re going to give your five tips on how you can write quality headlines for the benefit of your PPC, CTR, and ROI.
Why do I need to write good PPC headlines?
If your headlines are well written and appealing to your audience, you’ll get more clicks. So, what are you losing out on if your headline isn’t click-worthy? Leads, sales, and audience. Not good for your business. Not good for your brand. Not good for your income.
Let’s talk about how to make sure you’re getting the most out of your PPC headlines.
Tip 1: Tell them what your offer is
We know, this sounds like a no-brainer, but have you ever clicked an ad and not been given what you were promised? Or has the ad’s headline been disingenuous? No one likes that. Your ad should provide exactly what the headline says it will. And the headline should be offering something that makes your business stand out.
- Whitepaper
- Infographic
- Webinar or podcast
- eBook
- Resources
Whatever you can confidently offer your audience, do it, and tell them so in the headline. Once they receive what you promised and they find it useful, you’ve snagged a lead that may turn into a sale. Remember, customers are online looking for a solution to their problem, you want to be that solution and your headline is a great place to tell them to come to you.
Tip 2: Be relevant, unique, and compelling
Your headlines need to be truthful, but they also need to be relevant to your business and what your offer is, unique to grab the user’s attention, and compelling to ensure the click. In most cases, you have a business that has competitors. See what they’re offering and how they’re offering it.
Reviewing competitor websites, social media, and PPC campaigns is an easy way to get some ideas, but remember- be different. You don’t want to copy your competitors, even if it’s working for them. The goal is to be better, not equal. Find a way to make a statement with your headline that draws business to you.
Be sure to use your keywords in your headline and provide an identifiable call-to-action (CTA) that the user is compelled to click. Think of clever, witty ways to be interesting if that works for your brand. Sound experienced and educated if that’s more appealing to your audience. You know your buyer persona, use it to your advantage. Above all, be clear and on-point so your user knows why they’re clicking your ad.
Tip 3: Add a number and some stand-out (outstanding) words
Users love to be told how many of the best tips they’re about to get. Or the eight most interesting words. Or the five most untraveled must-see tourist spots. Or the 10 best ways to ensure happiness. See what’s happening? Not only are these things being clearly defined, but the added value of using superlative language is an excellent, proven click-through strategy.
When your headline answers why or how, it’s gold. Why you should travel to these 15 national gems. How to bake 10 of the tastiest treats this holiday season. These kinds of headlines are tried and true and the masses eat them up.
Tip 4: Get in touch with their emotional side
Everyone wants to feel something, even when reading a headline. You don’t have the span of a novel to make it happen, so use your words wisely here. Think about words that connect with your specific audience.
- Maybe words associated with fear resonate: Don’t fall into these eight parenting traps
- Maybe words associated with financial success resonate: The 10 most expensive cars in the world
- Maybe words associated with animals resonate: Check out these 15 adorable, rare critters
- Maybe words associated with physical appearance resonate: The five most popular skin-care brands used by the stars
Your headline words should appeal to your audience’s intellect, sensitivity, and lifestyle.
Tip 5: Use your data to make better headlines
Your PPC campaign is a breathing, on-going strategy to get in front of the right audience at the right time. Be sure to review your data and results regularly to ensure you’re meeting your PPC goals and learn from that intel.
A/B testing is a smart way to test your headlines and learn what works best for your people. Use different headlines for the same offer and determine which gets a better CTR. This is valuable data that can save you loads of time and money and it’s an easy step to take.
The takeaway
You know your audience better than anyone. To ensure they stay loyal (or to bring in loyal customers), you need to be honest and reliable, offering them what they want. Your PPC headlines will go a long way in contributing to the success of these relationships.
Always be transparent and unique in a concise, structured way and your users will come, and they’ll click, and they’ll convert. For more information on how to run a successful PPC campaign, call Denver PPC. We’re here to support your PPC efforts as much as you need.
