High-performing advertising headlines attract more clicks, improve your ad’s quality score, and can lower your cost-per-click while boosting your ad’s position in search results.
In fact, a 2022 Search Engine Journal article emphasized that optimizing headlines—through variations, punctuation, and numerical values—can significantly boost PPC performance.
The key is to match the user’s search intent and promise clear, enticing value. Make them relevant, specific, and compelling to outshine the competition.
In this blog, we’ll share advertising headline best practices and examples for Google Ads. Read on to learn how to effectively showcase your product and persuade viewers to click on your ad.
Best Practices To Create Google Ad Headlines
When crafting your headlines and descriptions, consider the following best practices:
Be Clear and Relevant
You want your headlines to cut straight to the chase. No fluff, just the facts.
Briefly and specifically tell readers what they will get from your content. This clarity grabs attention and boosts the chance of a click. Like this headline example:
The headline “#1 Customer Support Platform” is short and clear, making it easy to understand at a glance. The “#1” implies authority and reliability, building trust with potential users. It also addresses a specific need (Customer Support), making it highly relevant for anyone seeking such solutions.
When there’s no confusion, potential customers quickly see the value, leading to better engagement and ad performance.
Action Steps
- Keep It Simple: Use straightforward language. Skip the jargon and complicated terms that could confuse your audience.
- Be specific: Pin down your core message and include details that make your offer clear and compelling. Think: numbers or specific product names.
- Use Action Words: Encourage users to take action with verbs like “Buy,” “Book,” “Download,” etc. Check out CoSchedule’s Power Words resource for inspiration.
Incorporate Targeted Keywords
Using targeted keywords matches your ad with user searches, increasing the chances it appears when potential customers look up products or services similar to yours. This improves your Quality Score, leading to better ad placement and potentially lower costs per click.
Fun Fact: Ads with high-quality scores can see up to a 50% reduction in cost per click compared to average scores, according to WordStream.
To capture diverse search intents and highlight specific services, it’s smart to use keyword variations within your ads. This strategy makes your ads relevant to a wider audience while keeping the focus on specific offerings.
Consider these Fiverr and Freelancer.com Google Ads headlines examples, where the brands use variations of “Hire freelancers”:
- Fiverr’s ads feature headlines such as “Find the Perfect Freelancer” for a broad appeal, as well as specific ones like “Video Editing” and “AI Coding & Development” for niche markets.
- Freelancer.com uses headlines like “Hire a Freelancer For Any Task” and “Hire at a Fraction of The Cost” to emphasize versatility and cost-effectiveness.
You don’t need to create separate ad text for every keyword. Instead, focus on the main theme of your ad group and write SEO headlines based on the most relevant keyword. Avoid overloading with keywords; too many can make your ad look spammy.
Action Steps
- Identify Core Keywords: Use tools like Google Keyword Planner to find high-volume, relevant keywords. Focus on those directly related to your product or service.
- Match Search Intent: Ensure your keywords align with what your target audience searches for. Incorporate long-tail keywords to capture more specific queries, like “eco-friendly laundry detergent” instead of just “detergent.”
- Use Variations: Create multiple headlines with different keyword variations to see which performs best. Test both broad and exact match keywords in your headlines.
Highlight Unique Selling Proposition (USP)
Think about this: “What can my customers get from my product or service that they can’t find anywhere else?” That’s your unique selling proposition (USP).
Your USP is more than just a list of features. It’s the essence of what makes you stand out. Whether it’s cutting-edge technology, top-notch customer service, or unbeatable prices, this unique factor should shine through in your PPC ad headlines.
Take OpenCapital’s Google Ad for “small business loan app” as an example:
The headline “Business Loan In 5 Minutes” highlights both speed and efficiency, addressing critical pain points for businesses needing quick funding. It speaks directly to the urgency and convenience that potential customers crave.
Admittedly, this approach may be less effective if your USP isn’t genuinely exceptional. But it’s still a powerful angle to explore, especially if other strategies aren’t hitting the mark.
Action Steps
- Gather Customer Feedback: Use surveys, reviews, and direct conversations to understand what your customers find most valuable about your product or service.
- Perform a SWOT Analysis: Evaluate your strengths, weaknesses, opportunities, and threats to clearly see what makes your business stand out.
- Leverage Unique Features: Identify any unique features or benefits of your product or service that competitors can’t easily replicate and highlight these in your messaging.
Use Numbers When Possible
Numbers, prices, or statistics add precision and credibility, making the headline more compelling and trustworthy. They quickly grab attention, giving readers specific info that sets expectations and piques interest.
We recommend including special characters like $ and %. These catch the eye of your potential customers as they scroll. If you have a special offer price, highlight it in your headline to draw customers in.
Take this Google Ads Headlines, for example:
“Transcription 300+ Languages” showcases extensive language support…
…while “Hotel Rates Up to 80% Off” emphasizes huge savings, appealing directly to deal hunters.
A BuzzSumo study analyzed 100 million headlines and found that those with numbers performed better in social shares and engagement. Headlines with numbers, especially the number 10, attract more attention and clicks.
Action Steps
- Be Specific: Use precise numbers for clear, quantifiable info. Avoid vague terms like “many” or “a lot.”
- Use Odd Numbers: Odd numbers attract more attention and seem more authentic.
- Highlight Benefits: Focus on the benefits numbers represent (e.g., “Lose 10 Pounds in 2 Weeks”).
- Test Different Variations: Experiment with different numerical values and formats to see what works best.
Incorporate Calls-to-Action (CTAs)
A well-defined and enticing CTA in your PPC ads can seriously boost your conversions, click-through rates, and overall campaign success. Think of it as the final nudge that gets users to take action after your ad has piqued their interest.
An effective CTA is both instructive and enticing. It can guide users with phrases like ‘Discover More’ or ‘Join Us Today,’ while also creating a sense of urgency and exclusivity through words like ‘Limited Offer’ or ‘Exclusive Deal.’
Action Steps
- Align with User Intent: Ensure your CTA aligns with the user’s search intent and the overall message of your ad.
- Highlight Benefits: Emphasize what users will gain by taking action (e.g., “Get 50% Off,” “Unlock Exclusive Content”).
- Use Persuasive Language: Emotional headings that incorporate action words effectively appeal to readers’ emotions and encourage action. Think: “Discover Your Dream Home” or “Transform Your Fitness Journey.”
Consider Character Limits and Formatting
When creating Google Ads headlines, sticking to character limits is key to ensuring your ads display perfectly on all devices. You have 30 characters per headline and can use up to three headlines per ad. Staying within these limits ensures your ad content isn’t cut off and stays readable.
Action Steps
For headline character limits:
- Be Concise: Use clear, direct language and common abbreviations to fit your message within 30 characters.
- Prioritize Key Information: Put the most important info at the beginning of the headline.
- Stay Compliant: Follow Google’s ad policies to avoid disapprovals.
For headline formatting:
- Capitalize the First Letter of Each Word: This improves readability and makes the headline stand out (e.g., “Discover Great Deals Today”).
- Avoid Excessive Punctuation: Keep headlines clean and professional by using punctuation sparingly (e.g., avoid multiple exclamation marks).
- Leverage Emojis (if Appropriate): For some industries, emojis can add a visual element that captures attention (e.g., “🔥Hot Deals Today🔥”).
Google Ads Headline Formulas
To give your headstart, here are some headline formulas you can use to craft compelling and high-performing ads:
1. “Benefit + Time Frame”
- Example: “Boost Your Sales by 30% in 60 Days”
2. “Number + Adjective + Keyword + Promise”
- Example: “5 Easy Ways to Improve Your SEO Today”
3. “How to + Benefit + [Without Pain Point]”
- Example: “How to Lose Weight Fast Without Starving Yourself”
4. “Keyword + Special Offer”
- Example: “Home Insurance – Get 20% Off Today!”
5. “Action Verb + Urgency + Keyword”
- Example: “Discover Amazing Deals on Flights – Limited Time Offer!”
6. “Problem + Solution”
- Example: “Struggling with Debt? Get Expert Advice Now”
7. “Testimonial or Social Proof”
- Example: “Join Over 10,000 Happy Customers Using Our Software”
📚Read More: 50+ Headline Formulas and Templates To Craft A Perfect Headline
Inspire Action With Data-Driven Ad Headlines
Creating effective Google Ads headlines is key to grabbing attention and driving clicks. Here’s how to do it:
- Make your headlines clear, direct, and attention-grabbing.
- Highlight the unique value and benefits of your product or service.
- Use relevant keywords naturally.
- Create urgency and encourage immediate action.
To keep your ads performing at their best, don’t forget to test and tweak your headlines. Regularly analyze your ad performance and experiment with different variations to see what works best. This ongoing process of refinement helps you stay ahead in today’s already saturated market, ensuring more clicks and conversions.