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In order for pay per click advertising to be worthwhile, it needs to be done correctly. Part of creating a good PPC advertisement is coming up with a great headline. Just as you would want to come up with an impressive headline for a webpage, you should also do the same with your PPC ad. It doesn’t matter if you are selling the best product ever; nobody is going to buy it if they don’t visit your website, and nobody is going to visit your website unless your ad catches their attention.
– Try eliciting an emotional response in your headline. Using words such as “Never again” and “warning” can be very powerful. People tend to respond to words that invoke emotions such as love, fear, greed, etc. You also might want to appeal to the audiences’ instant gratification by using words such as “be #1” and “What if you could…?”
– Include keywords. While this may seem obvious, there are still webmasters that create vague, generic headlines. Why should anybody click on your ad if it doesn’t tell them exactly what you are offering? Now, you don’t want to use a super long keyword phrase, either, as it will make the ad look messy. Be as specific as possible without using too many words.
– Consider using words that are currently trending. You won’t be using the same headline all the time, anyway, so you might as well use the latest trending topics on Twitter or Facebook as inspiration.
Turn the header into a question. Start out with “Would You”, What If”, or “Why” and you will get the reader curious enough to want to learn more.
– Don’t make any false claims in your ad. If you make any claims whatsoever, make sure the landing page backs the information up with customer testimonials, real data, and other verifiable evidence. If Google and Bing feel that you are making up a false claim in your ad, it will be disapproved.
– Be crystal clear about what you are offering. Don’t just build a header out of keywords; instead, find a way to insert the keywords into the header. You don’t want to use any trickery to get people to visit your site. Be straightforward about what they can expect when they click on your link.
– Use dynamic keyword insertion (DKI) when necessary. DKI allows you to show searchers a relevant ad, as it is dynamically updated to include each individual user’s search query. At the same time, however, you don’t want the ad to appear awkward. The keyword a user searches for might not look right in your headline. For this reason, you should focus on creating a genuine, unique ad headline. If you are going to use DKI, do so carefully and use tools that will help you test different keywords.
– Keep user intent in mind when writing the ad headline and copy. Don’t use your PPC campaign as a way to simply advertise product features. Think about what a user will hope to find when searching for your targeted keywords.
Keeping these tips in mind as you develop your PPC advertisement. When you create a good experience for your target audience, it increases the chances that they will become your customers.