In the SEM courses I teach, I often emphasize: “Having a captivating headline can greatly enhance your click-through rate, directly influencing the Quality Score. This means attracting more potential customers at a lower cost!” Crafting an excellent keyword ad headline doesn’t mean you need extensive copywriting training or spend endless hours pondering each word. 

In fact, just by following the principles and suggestions provided in this article, you can easily come up with a remarkable headline. If you have a deep understanding of your product or service and know which copy and titles can grab the attention of your target audience, you can definitely create ads based on your own strategy. But if you’re still uncertain, the insights shared here will be the key to quickly establishing effective keyword ad copy.

How to write a good headline?

Before we delve into the directions, principles, and tips for keyword ads, let’s first introduce the different components of keyword text ads. (We’re only discussing the basic ad structure here; if you want to learn more about ad elements, we’ll break them down in the next section)

1. Headline 1: Kick Ads Google Ads Course
2. Headline 2: Master SEM in 6 Hours
3. Headline 3: Sign Up Now and Get Good ROI
4. Path 1: google ads
5. Path 2: google course
6. Description 1: 2000 Students Are Trained by Kick Ads. Get More Leads on Google Search. Sign Up and Learn!
7. Description 2: Certified Google Ads Course. You Can Be The Next Google Ads Professionals. Join Now!

If you’re not sure what the above represents, let me explain each one!

Components of Search Text Ads:

• Headline 1 & 2: Imagine, when you search on Google, what catches your eye first? Definitely those striking headlines. In fact, up to 80% of potential customers will only read the headline. Thus, a fantastic headline equates to an 80% chance of success. Headlines 1 and 2 are your first interaction with potential customers. If you don’t grab their attention, they might click on other ads, i.e., your competitors. Simply put, directly addressing the user’s needs is crucial. For instance, if they search for “food delivery”, the headline should clearly convey that you offer this service.

• Headline 3: Google expanded the text ad space in early 2019, adding Headline 3 and Description 2. Does this mean I have more space for creativity? Yes, but be aware that Headline 3 and Description 2 might not always show, especially on mobile devices. Thus, the most crucial information should be in Headline 1, 2, and Description 1. However, Headline 3 shouldn’t be overlooked. You can include secondary messages or supplements. But it’s advised not to leave Headline 3 blank; you can place some less important messages there.

• Display URL – Path 1 & 2: The display URL plays an indispensable role in ads. It can sometimes be entirely different from the final URL. As long as they’re under the same domain, you have the freedom to include keywords in Path 1 and 2 that you want to highlight. Our advice: integrate your main promotional keywords into Path 1 and 2. For example, for “Food Delivery”, ensure it appears in your display URL. This not only increases ad relevance but also positively influences your quality score. If your ad group structure is well-defined and clear, then each ad group should have one or two primary keywords. If you find it hard to identify these core keywords, it might be time to reassess your ad strategy and structure.

• Description 1 & 2: Think about it, if your headline has already captured the audience’s attention, the description is your chance to further persuade them. When your headline attracts the majority, even if 80% have already decided to click, the description is still where you reinforce the message, explain the USP, or offer a unique promise. Of course, you can also add a clear call to action at the end of the description. But remember, not everyone will read the description thoroughly. Many might just skim or even entirely skip it. Hence, concise and potent descriptions are often more effective than lengthy ones. The appearance of Description 2 might be constrained by screen size and other factors. So, ensure you place the most critical information in Description 1, while Description 2 can provide additional emphasis or supplements.

Responsive Search Ads

Above, we mentioned the components of an ad. Does that mean an ad can only have 3 headlines and 2 descriptions? No, Google launched Responsive Search Ads (RSA) in 2018, and from June 30, 2022, RSA became the only keyword ad format. So, what are Responsive Search Ads?

RSA is a new type of search ad, that allows advertisers to input multiple ad headlines and descriptions. When the ad is displayed, the system automatically selects and combines these headlines and descriptions to create the most appealing ad. The major characteristic of this type of ad is its flexibility and automation. Based on the user’s search terms, device, past interactions, etc., RSA automatically optimizes ad content to increase click-through and conversion rates. This not only reduces the manual work for advertisers but also ensures the ad content better matches user needs, achieving better ad results.

Enhance Your Ad Performance by Crafting Headline Well:

The headline is the soul of keyword advertising. According to statistics, up to 80% of users decide whether to click on an ad based solely on the headline, with only 20% reading the description. Hence, the appeal of the headline is crucial. From a cost-effective perspective, we should invest at least 70% of our effort into creating an eye-catching headline.

However, crafting an outstanding headline is not easy. First, you must have a deep understanding of your product or service, identify potential customer needs and pain points, and understand the unique advantages of your product or service. When you have a firm grasp of this information, you might face the dilemma of “having too much to say” since the headline has a word limit (limited to 15 Chinese characters). But this constraint forces us to be more concise and focused, thereby crafting a truly captivating headline.

4 Directions To Rock Your Google Ads Headline

Based on our practical experience, below are some suggestions to help you quickly craft effective headlines. While these suggestions may seem basic, you might be surprised to find that many have not thoroughly utilized them.

Direction 1 – Ask A Question

Considering the image, which version, 1 or 2, do you think has a higher click-through rate? Take 30 seconds…

Reveal: Version 1 is at 3.04%, while Version 2 is 7.57%. Did you guess right?

Answering consumers’ queries directly can be impactful. When people search on Google, they seek answers. So, if someone searches for antivirus software, which headline grabs them? “Looking for antivirus software?” is decent, but “Is your computer truly secure?” is deeper and more compelling.

Direction 2 – Objection Handling

The words “Never” act like a powerful wand, highlighting the uniqueness of your product or service. This is essentially a promise to the customer, aiming to dispel any doubts or objections they might have. For example:

Which of the following resonates more with you: “No Tech Skill Needed” or “Suitable for Beginners”? Many lean towards the former, as it directly removes technical barriers. Here are some objection-handling headlines we often see:

• No Extra Charges 
• No Processing Fees 
• Absolutely No Shipping Costs 
• No Hidden Fees/Terms Guaranteed 
• No Price Hikes 
• Absolutely No Hidden Terms 
• Unconditional Refund Within 24 Hours 
• Full Refund if Unsatisfied

What objections do you often face with your business or product? You probably know best!

Direction 3 – Numbers: A Great Invention

Numbers are powerful. If an ad says it has answers in “X” days, wouldn’t you want to click it?

If we look at the chart above, it’s clear that headlines like “10 Steps to Wealth,” “6 Techniques for Better Posture,” and “5 Google Ads Tips” stand out. This proves that skillfully incorporating numbers can effectively capture the attention of potential customers.

Consider the following examples: “A Story of Losing 15 kg in 2 Weeks” VS “How to Lose Weight”. Which one do you think is more captivating? The answer is likely evident! 

Moreover, there’s a surprising statistic you might not be aware of, in some international studies, advertisements with numeric headlines have seen a click-through rate (CTR) that’s 217% higher than ads without numbers. Conversion rates also increased by 23%. This underscores the substantial impact of using numbers in advertising.

Direction 4 – Highlight your USP

I assume everyone knows what a Unique Selling Point (USP) is. Now, ask yourself: What stands out about your business or product? What’s your advantage? Can you describe it precisely?

When you can pinpoint the uniqueness of your business/product, inspiration for headlines comes naturally. If after a full day you still can’t articulate your product’s distinctiveness, it’s not just about crafting a headline; it also raises questions about how effectively your company/product is positioned to attract customers.

Let me spark your thoughts with a few examples. If you offer delivery services, your USP might be “Delivery in 30 Minutes”. If you’re a lending company, your USP could be “Approval in 15 Minutes, Funds Transferred in 20”. For a digital marketing firm, the USP might be “No Contracts Required”. What’s your USP?



3 Tips to write up effective Ads

In the previous section, I discussed 4 directions on how to craft headlines that quickly attract clicks. In this section, I’ll share 3 tips to enhance your ad performance. Remember, the 4 major directions are far more crucial than these 3 small tips. Whether or not a headline resonates with potential customers is the key to increasing click-through rates.

Tip 1: Create “Relevant” Ads

Recall when I highlighted the importance of proper SEM ad group segmentation. Your core keywords should be evenly spread in the ad to boost its relevancy.

For instance,

If your primary keyword is “flower delivery,” I’d recommend placing it in either headline 1 or headline 2. Also, integrate it into the Display URL and mention it aptly in the description. Not only does this make your ad more thematic, but it also indirectly boosts its relevancy. You might wonder, should you repeat this keyword multiple times in the ad, letting it wholly “dominate” your message?

The answer is: don’t overdo it! While we aim to enhance ad relevancy, our ultimate goal is still to attract and cater to potential users. Overusing a keyword can disrupt the user experience, reducing click-through rates, so it’s vital to strike a balance in this regard.

Tip 2: Call-To-Action (CTA)

While the CTA isn’t often hailed as the secret ingredient, it’s frequently underestimated. Consider pinpointing customer pain points, easing their worries, and spotlighting your unique selling propositions, only to miss the mark by not directing them on what to do next. For instance, in the B2B industry, prompt them to inquire; for online stores, urge them to purchase; and for course organizers, encourage immediate registration. Adding time-limited offers can amplify urgency.

Personally, while CTAs are crucial, headlines shouldn’t be crowded with them. Every word in a headline is precious; I’d rather employ the previously mentioned headline strategies. Based on my experience, CTAs in headlines usually have a moderate impact. However, given responsive search ads allow multiple headlines, you might want to experiment. Your scenario could yield different results.

Here are some call-to-action examples for you:

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• Register quickly for exclusive deals!
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Tip 3: Make Good Use of the Pin Feature

Responsive search ads mix and match headlines and descriptions, but they do offer users some control over their ads. Users can choose to pin elements to specific positions in their search ads. For instance, if you want your brand, product, or service name to always be prominently displayed, you can pin it to either Headline 1 or Headline 2. This is because the system determines whether Headline 3 and Description 2 will show, so they might not always appear. This ensures your brand or key info is always upfront.

You can also harness the system’s flexibility by pinning multiple headlines or descriptions to the same spot, allowing you to see which performs better, optimizing your ad’s impact. For instance, you can pin two different headlines to the Headline 1 spot, presenting users with one of them – a tactical approach for testing effectiveness.

However, be cautious: overusing the pinning feature might limit the system’s optimization potential. It’s recommended to pin one headline and/or description while ensuring you have at least 5 headlines and 3 descriptions to preserve the optimization benefits.

Conclusion

We’ve explored crafting effective ad headlines to boost click-through rates. A great headline doesn’t just grab attention; it influences ad costs and quality scores. Using four strategies and three tips, we’ve provided tools for better messaging. Responsive search ads add creative flexibility for optimization. Remember, more than just clever words, successful headlines combine product knowledge, market insights, and understanding consumer needs.