The adage ‘first impressions last’ rings partly true to ad copy, because the headline is the first thing that a potential customer sees before they decide to either click on an ad or not. That’s why you need to make the headlines you use count, as they can determine whether you convert a person or not.
A Denver-based expert on PPC notes the following techniques that improve the conversion rate of your ad headlines.
Start with a Question
When you leverage the intent of your audience in the ad copy, the conversion rate rises. One of the ways to do this is to ask a potential customer a question in the headline. This piques the curiosity of those who read it; it may also touch upon a feeling or need of a person, making them want to know more about it.
Solve the Problem
Some brands make the mistake of going on and on about their products features. However, a person will not care about this, they want to get an answer to their questions or find someone to solve their problems. Make your headline appear as though you are resolving a problem, quenching a need or you are a hot commodity a person can’t live without.
Insert the Keywords
This is an obvious technique; always include the keywords in your headline because a potential customer may be using these when they make a query. Having the entire phrase or just the important words may put you atop a search result.
Statistics impress people because they know your claims are factual. Add numbers to your headlines to grab the attention of your potential customers. However, make sure to back these up with results, as bogus stats create a negative perception which you may never get out of.
These techniques enable you to create a catchy headline that may entice a potential customer to click on your ads. However, it is still up to you to improve the features and the benefits of the products or services you offer to deliver the solution a person wants.