It’s simple – you create headlines that make it hard for them to resist clicking on your PPC ads! For that reason, it’s crucial that we create ads that are different from run-of-the-mill PPC ads that inundate the search engines. Here are a few tips to write the perfect PPC headlines.
1. Show the Benefit, Not the Feature
1. Show the Benefit, Not the Feature
Smart marketers know to differentiate between a feature and a benefit:
Feature – something cool that your product/service does Benefit – defines the value that your product/service as a whole provides
Here’s what Buffer says about features vs. benefits: “People don’t buy products; they buy better versions of themselves.” To illustrate the point above, here’s a Super Mario graphic designed by UserOnboard:
Remember what Apple did when they launched iPod?
This is how other brands were positioning their products at the time – “1GB storage on your MP3 player” This is how Apple positioned its iPod – “1,000 songs in your pocket” When all existing MP3 players in the market were talking about the storage for their product (feature), Apple decided to show how you could use the storage to save 1000 songs in a compact mp3 player that would fit into your pockets (benefit). This is a classic example of an ad showcasing benefits, not features. Remember this principle while creating headlines for your PPC ads. Always keep the end user in mind.
2) Use Trending Keywords
2) Use Trending Keywords
Using keywords associated with your brand or product is important. But when the keywords in your PPC headlines are the ones that are currently trending on the internet, you increase the chances of your ad being seen and clicked through.
Use tools such as Buzzsumo, Google Trends, and Google News to find keywords that are hot right now and use them in your copy for your ads to stand out amidst the PPC ad clutter.
3) Ask Questions
3) Ask Questions
Target people’s emotions while creating your ads. One way to do this is by asking questions. The ad copy below is a perfect example of an ad which spawns an emotion, then drives interest.
4) Capitalize the Keywords on the Headline
4) Capitalize the Keywords on the Headline
Almost all PPC ads look the same. This is because most ad networks don’t allow you to play around with the color of your headlines or make the text bold. So how do you make your ads stand out amidst the clutter? Simple answer – Capitalize the main keywords on your headline. This will increase the chances of your ad being noticed.
5) Include Numbers (Whenever Possible)
5) Include Numbers (Whenever Possible)
People like discounts on their favorite products. So if you’re running a discount on any of your products or services, highlight the discount percentage to grab people’s attention.
You can also share interesting stats related to your product/service. People respond positively to empirical evidence. Use these stats to build your brand’s credibility and trust in the minds of your prospects.
6) Include Testimonials
6) Include Testimonials
If you have a loyal fanbase, include some of their testimonials about your product in your PPC ad headline. Use quotation marks to make it obvious that you’re quoting someone, and make their quote or testimonial relevant to the ad. This is another way to boost your brand’s credibility.
7) Keep it Short
7) Keep it Short
Avoid using unnecessary jargon. You only have a few seconds to grab your prospects’ attention. So keep your ad copy short, concise, and to the point.
8) Get Some Inspiration from Your Competitors
8) Get Some Inspiration from Your Competitors
A little competitive intelligence goes a long way in improving your ad copy. Use tools such as SEMrush, Serpstat or SpyFu to examine which keywords are performing well for your competitors and gain deeper insights into their PPC campaigns such as headlines, landing page design, etc.
Pro Tip: I urge you to read this article on how to use SEMrush to steal your competitors’ ideas to rank higher in search engines.
9) Add Humor (But be cautious)
9) Add Humor (But be cautious)
Another way of differentiating your ad is by adding a tinge of humor to your copy. But proceed with caution. What may be funny to you may be offensive or downright insulting to others. Lots of brands have gotten themselves in trouble because of using inappropriate humor in their ads. Don’t make that mistake.
Over the You
Over the You
So these are the 9 tips that can help you write catchy headlines for your PPC ads. What are your favorite tips? Feel free to share your thoughts in the comments section. And don’t forget to download the free PPC questionnaire below!
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