A Good Ad Headline: What Should It Be Like?

What do we notice first when we see a text ad? The headline, of course. That is what grabs attention.

The content, creativity and color of the headline decide whether a user clicks the ad or scrolls past. So how do you make an ad succeed?

When writing an ad headline, keep the following in mind:

1. The needs and «pain points» of your target audience. Think about how you can solve users' problems and help them.

2. The unique and significant advantages of the product or service must be in the headline.

3. To attract attention, remember verified facts, figures, statistics and percentages. All of these numbers have to be real, with nothing inflated just to look tempting.

4. The headline should carry some intrigue or a question that prompts the user to open the text, read it to the end and then buy the product or service. Words like «secrets», «did you know that», «new», «sale» and so on have long been worn out and sound clichéd, yet they are still effective and work at full strength.

5. Key phrases also play an important role. Use special tools or search engines for help. Analyze what users are searching for.

 Before publishing, go over everything once more and ask yourself — would a headline like this hook you?