Here are 10 Examples on How to Write Google Ad Headlines
Google Ad Headlines. Can’t earn money without ‘em. Can’t seem to figure out how to best write them. Sound familiar? If so, you’re not alone. Google ad headlines are the new window marketing. It’s a way to stick your hand up from your corner of the internet marketing and announce what you’re about. You don’t have a lot of room to play with, so it’s important to be concise and catchy. No pressure, right?
We’re here to help ease the process so you can write your headlines and get people clicking. With all the competition out there, it’s imperative to get your ads right and stand out from the crowd with the restricted character limit. Let’s take the advice of Michael Scott from The Office and K.I.S.S. (Keep it simple, stupid). Which brings us to our first tip.
1. Don’t Overthink It
Your Google ad copy needs to be concise and direct. Don’t over fluff it or undersell it. Keep it simple and to the point to let people know what they’ll find when they click your link. Have these things in mind: Keyword(s), Benefits, CTA (Call to Action). You need to be thinking of what people are typing when they search for something related to your product. This is all dependant on what stage the potential buyer may be in when they conduct their search. Keep this in mind when generating ideas.
2. Make a Statement or Ask a Question
When coming up with your ad, make a quick statement, or ask a question. Think of it as a virtual salesperson who is offering a product or inviting the customer in to find out more. Having your Google ads be a question is a great way to up your conversion rate.
3. Solve a Need
The old saying goes, “people don’t want to buy things, they want to solve a problem.” Instead of taking the approach of writing your ad as marketing a product for sale, come at it from the angle of solving a need. Are you selling ice cream? Or are you solving a family’s dessert crisis in a heatwave? Brainstorm.
4. Add Some Humor
When conducting research of competitor’s ads, ask yourself how you can stand out. Can you add a little humor without taking away from your product or being distasteful? Come up with some ideas and run a quick A/B Test to see if it’s the best angle or not.
5. Get Local
Being local is the bread and butter of a lot of businesses. Think about it, when you need something nearby, what do you do? Well, if you’re anything like me you head straight to Google and type in “[keyword] + [location]”. If you are competing with other local businesses, pay attention to how they write their ads. Add some differentiating value to yours to stand apart from the competition.
6. Overcome Objections
Depending on your business or service, someone may already be contemplating objections in their head prior to conducting a search. Think about your ideal client and where they’re at in their journey. For example, if you teach an online course, add a few words about no prior skills needed. If you offer a service, add the words “free quote” or “free estimation”. Get people to click.
7. Add Data
Ever seen Google ads with prices, amount of money saved, amount of time for a call, etc listed? This is for good reason. According to the book Secrets of Great Salespeople, the author Jeremy Raymond states: “A research project showed that when a battery was claimed to last ‘up to two hours’ customers predicted that it would last, on average, 89 minutes; when the claim was presented as ‘up to 125 minutes’, customers’ predictions rose to 106 minutes.” Adding numbers to your ad can lend credibility and help you stand out. (Recommendations use Google Ads or Google Analytics)
8. Give Incentive
Holiday season? Running a promotion? Consider adding your incentive to your Google ad such as “40% off Pet Toys” or “Save $25 in December.” Giving people a reason to click along with overcoming objections, such as promoting free shipping, is a winning combination.
9. Use Empathy
It’s difficult to establish a bond of human connection over an internet search, but not impossible. Think back up to asking a question and solving a need. Using empathetic language shows your customer you understand and care about them. This language has a better chance of click-conversion.
10. Quotes and Testimonials
Given the short character space, these need to be rather short. If you can add a quick quote to the efficacy of your service, it establishes trust and credibility. Make sure the quote is relevant to your ad and product or service.
We know 25 characters is not a lot to play with, and there is a lot to consider. We hope these ten tips serve as an aid to assist you in writing better Google ads. Remember, when you begin to feel overwhelmed by this, K.I.S.S.