Write Google Ads (And Website) Headlines That Convert

Clear and concise headlines are essential. One study found that eight out of ten people read the headlines on your website, but only two out of ten read the rest of what you write.

Headlines can make or break the success of your website and Google Ads campaigns, especially in conversion-based campaigns like Performance Max. 

Most people struggle to write good headlines that stand out, get clicks, and convert. As a result, they waste a lot of money on ineffective ads that fail to connect with their audience. In this blog post, we’re going to review five simple tips for writing powerful headlines that your potential customers won't be able to ignore.

Why Do Headlines Matter?

Better headlines in your ads can lead to a higher click-through rate (and lower cost in the future), while strong headlines on your website can lead to a higher conversion rate and lower bounce rate.

Five Tips for Writing Google Ads Headlines That Convert

Alright, let's dive into five of my tips that can help both your Google Ads headlines and website headlines.

1. Be Clear, Not Vague

Clarity is crucial. If your headlines are clear, potential customers will understand what you offer immediately.

Example from My Website:

Take Control of Your Online Marketing & Get Better Results

This headline is direct and specific, allowing whoever is reading it to understand the benefit right away!

2. Make It About Them

Craft your headlines to focus on the potential customer. What's in it for them?

Example from Constant Contact:

Deliver stunning emails and a whole lot more. Attract new customers and boost sales with our complete, easy-to-use digital marketing suite.

This headline is entirely customer-focused, highlighting the benefits they will receive. Well done!

3. Focus on Benefits, Not Features

Instead of listing the specs of your product or service, emphasize how it will benefit the customer and improve their life.

Example:

Instead of "High-speed WiFi," use "Enjoy Fast Internet Speeds for Uninterrupted Browsing & Get More Done"

4. Use Title Consistency

Make sure your headlines follow a consistent style. Use tools like capitalizemytitle.com or my new title case tool to ensure professional formatting.

Example of a Well-Formatted Headline:

Shop Our New Collection: Free Shipping On All Orders

Example of a Poorly-Formatted Headline:

Shop our new Collection: Free Shipping On All orders

5. Create a Sense of Urgency

You'll recognize this one from almost any 'As Seen on TV' ad. Encourage immediate action by creating a sense of urgency (added bonuses if they purchase now, end the offer at a particular time, etc.)

Sense of Urgency Example:

Limited Time Only! 20% Off Ends in 2 Days.

An Experian report found that urgent emails had at least 14% higher click-to-open rates, 59% higher transaction-to-click rates, and twice as high transaction rates compared to average marketing emails.

Applying These Tips in Google Ads

In Google Ads, you have two headline formats to work with:

1. Headlines: Up to 30 characters

2. Long Headlines: Up to 90 characters

Headline Examples

Since space is limited, focus on grabbing attention and highlighting key benefits or offers. These should work in tandem with your long headline to create a compelling message.

• Benefit-Focused: Free Shipping 60-Day Returns
• Urgency-Driven: 20% Off Sale Ends Soon
• Intriguing Question: Need Fast WiFi? We Can Help

Long Headline Examples

Here's where you can elaborate and really sell your offer. Incorporate your Unique Selling Propositions, address customer pain points, use persuasive language, and incorporate some of the 5 tips bove..

• Clear & Benefit-Driven: Enjoy Blazing Fast WiFi for Uninterrupted Work & Get More Done
• Customer-Focused & Urgent: Take Control of Your Online Marketing & Get Better Results Now

Key Takeaways for Headlines

Remember:

• Short Headlines: Grab attention, highlight key points.
• Long Headlines: Elaborate on benefits, address pain points, include differentiators.
• Both: Work together to convey a clear, compelling message, and keep in mind the 5 tips mentioned above as you write!

Summary of Tips

To wrap up, here are the five tips we reviewed:

1. Be Clear, Not Vague: Ensure your headlines are direct and easily understood.

2. Make It About Them: Focus on the benefits for your potential customers.

3. Focus on Benefits, Not Features: Highlight what your product/service can do for the customer.

4. Use Title Consistency: Ensure a professional appearance with consistent capitalization.

5. Create a Sense of Urgency: Encourage immediate action with urgent language.

While you are limited for space in standard Google Ads headlines, try to incorporate the above tips when possible and when you have more headline space (examples: website headlines, email headlines, long headlines in Google Ads).