7 Secrets for Writing Killer PPC Ad Headlines

This is a guest post by Wendy Kam Marcy, Marketing Manager at WhatRunsWhere.com

In the world of paid search, you’ve only got a few seconds to grab someone’s attention before they are bombarded by the next ad. So how do you get your prospective customers to pay attention to your ads?
Too often, advertisers spend time writing the copy and throw in the PPC ad headline at the end. But approximately 80% of people will read a PPC ad headline, but only 20% will read the rest.

Writing powerful PPC ad headline copy is a must if you want to capture your reader’s interest. Here are a few tips and tricks to help you write killer ad headlines that get attention and clicks.

Feature your biggest benefit

A benefit is what your product or service does for your customers. Many times, this benefit is more valuable to them than the money they spend to acquire it. The key is to engage your target audience by letting them know what’s in it for them. A good example of a header that highlights a benefit over a feature is “Presenting the Easiest Way Ever to…”

Grab attention by eliciting an emotional response in your PPC ad headline.

People respond well to the emotions of fear, greed and love. Think of those spontaneous purchases you made because someone told you that it’s perfect for your spouse or how you will regret it if you don’t buy this now. Words such as “warning” and “never again…” are very powerful. Starting a header with “What if you could…” or “Be number #1 at…” appeals to instant gratification.

Use numbers and title casing in your ad headline

Beyond what your headline says, it needs contrast to stand out. A good way to do this is by using title casing in the First Letter of Most Words. Another way is to add a number so you can let your target audience know just how many points to expect (people love lists)! I did exactly this for the title of my post: “6 Secrets To Writing Killer PPC Ad Headlines”.

Throw in words that are trending
What’s everyone talking about on Twitter? Check out the trending topics and incorporate those keywords into your PPC ad headline copy.

Does your header show confidence and sound authoritative?

If you are at a loss for words, find someone else that can say it better and add credibility! Use quotes from influencers (Oprah), reputable sources (scientists), case studies, celebrities or better yet, testimonials from existing clients!

Use quotation marks around your header (when allowed).

Just this one simple trick can boost reading by 25%!

Ask a question.

Starting your header with “How To..”, “Would You….” or “What If…” can immediately captivate an audience and create open loops in their brains. Think of when you ask a question and the anticipation it generates as you wait for the answer. Curiosity is contagious and encourages people to click to find out more.

Once you know how to write catchy PPC ad headlines, you can convey a lot of information, letting your target audience know exactly what to expect while enticing them to click or continue reading.

Have you tried any of these tips? If so, let us know which ones have lifted the response to your advertising campaigns. We would also love to hear other examples of powerful PPC ad headlines that have worked for you.

Wendy Kam Marcy has been working in the online marketing and advertising
industry for 7 years on both the corporate and agency side. She is now
the Marketing Manager for WhatRunsWhere.com. Got a question? Tweet
@wendykammarcy or @whatrunswhere.