You’re paying a premium to advertise on Google Search, you shouldn’t let bad headlines sabotage your ad spend.
Your headline is the first impression you make to potential customers. It plays a large part on whether searchers click or keep scrolling. You only have thirty characters, you need to make them count.
All we do here is work on generating Google Ads copy, so we have some thoughts on what makes a great one.
Here are 20 tips to help you write Google Ads headlines that drive conversions and leave a lasting impact.
Table of contents
- Make sure headlines and landing pages are aligned
- Use ad group keywords in the headline
- Clear > clever
- Make use of your benefits for top of funnel searches
- Features are a factor for bottom of funnel searches
- Differentiate from your competitor
- Ask a question
- Obliterate an objection
- Get as specific as you can
- Mention pricing and discounts
- Leverage scarcity
- Create a curiosity gap
- Be funny and memorable
- Take advantage of social proof
- Use a call to action
- Experiment with pinned vs unpinned RSAs
- Great advertisers steal
- Use “free” if you can
- Use Title Case
Make sure headlines and landing pages are aligned
Your headline should match the content of your landing page. If it doesn’t, users will feel misled and bounce. Ensure your headline and landing page are aligned to increase conversions.
Use ad group keywords in the headline
Include your ad group keywords in your headline to show users you have what they’re searching for. This increases relevance and drives more clicks. Keyword matches headlines and descriptions get bold emphasized in ads. It’s one of the easiest ways to drive up CTR and lower CPC.
Related: How many ads should you run in an ad group?
Clear > clever
Ditch the puns and focus on clarity. Users should instantly understand what your headline is offering. Using simple and straightforward language often improves how well your ad performs.
Make use of your benefits for top of funnel searches
Instead of listing features, highlight the benefits of your product or service. What problem does it solve? How does it make users’ lives better?
Features are a factor for bottom of funnel searches
While benefits are key, features can still be important. Use them to differentiate your product or service from competitors. More informed buyers will be looking for specific differentiating features or to solve things they hate about their current solution.
Differentiate from your competitor
Stand out from the crowd by highlighting what sets you apart. Use headlines that showcase your unique value proposition. This is especially important in established verticals with a lot of known competitors.
Ask a question
Asking a question in your headline can pique users’ interest and encourage them to click.
Obliterate an objection
Address common objections in your headline to alleviate concerns and increase conversions. What are common objections your current customers have on sales calls or support emails?
Get as specific as you can
Use specific numbers, statistics, or results to demonstrate the value of your product or service. Be so specific that make the numbers look very believable.
Mention pricing and discounts
If you offer competitive pricing or discounts, highlight them in your headline to attract price-sensitive users.
Leverage scarcity
Create a sense of urgency by highlighting limited-time offers or scarce resources.
Create a curiosity gap
Pique users’ interest by creating a curiosity gap. Use headlines that make them wonder what’s inside. This might be a good option to add to test against the clear > clever headlines.
Be funny and memorable
Humor can be an effective way to make your headline more memorable. Just be sure to keep it relevant and respectful. It’s hard to be funny in 30 characters or less in a search ad, but pulling it off could lead to very good results.
Take advantage of social proof
Highlight customer testimonials, reviews, or ratings to build trust and credibility.
Use a call to action
Include a clear call-to-action in your headline to direct users on what to do next.
Experiment with pinned vs unpinned RSAs
Test pinned and unpinned responsive search ads to see which performs better for your brand.
Great advertisers steal
Draw inspiration from successful headlines on Google. Use them as a starting point and make them your own. You can use the Google Ads Transparency Center to see what companies are serving on Google Ads.
Use “free” if you can
If you offer a free trial, demo, or resource, highlight it in your headline. People love free stuff!
Use Title Case
You should test this. But most advertisers use title case to make headlines more readable and scannable. Clix Marketing did a study and found that there was a slight advantage to title case.
By incorporating these expert tips into your Google Ads strategy, you’ll be well on your way to writing headlines that drive conversions, increase brand awareness, and leave a lasting impact. These are only guidelines, be sure to test headlines and see what performs better.
Looking to generate headlines quickly? Give 30characters a try! We’ve baked in all these tips into our app.
