Imagine a shop window display so captivating that you can’t help but stop, picturing yourself owning the showcased items, and feeling an irresistible urge to step inside.

While physical stores rely on window displays, online businesses depend on PPC ads to grab attention. No matter how exceptional your product or service is, it’s useless if your ads can’t attract clicks. This article delves into crafting compelling PPC ad headlines that entice prospects. Here are 21 practical tips to help you create irresistible headlines:

1. Clearly Incorporate Keywords

It seems obvious, but many ads lack specific headlines with relevant keywords. For instance, when searching for “sportcoats,” I came across an ad that didn’t mention the keyword.

While Lands’ End might offer sportcoats, their ad didn’t reflect my search, making it unlikely for me to click. Ensure clarity by directly including keywords in your headlines, establishing a connection between user searches and your offerings.

2. Engage with Questions

Understanding user intent is key. One effective method is posing a question in the headline.

This clever example not only asks a question but also uses language like “Protecting your family” to imply reliability – a desirable trait in a divorce attorney. While it doesn’t directly include the searched keyword, it’s far more compelling than other ads. If I were seeking a divorce attorney, this ad would definitely get my click.

3. Offer Solutions

Renowned Google AdWords expert, Perry Marshall, emphasizes addressing prospects’ problems in ad copy, especially headlines. People seek solutions, not just products. Headlines that effectively convey how your offering solves a problem are more clickable. For a deeper dive into this, PPC University’s article on ad text is a valuable resource.

4. Inject Humor

While advertisers closely observe competitors’ ads, prospects often see a sea of similarity. Differentiating your ads is crucial, and humor can be a great tool. However, humor is subjective; A/B test to ensure your jokes land well. Avoid making false accusations against competitors, even jokingly, as this could have negative consequences.

5. Leverage Numbers and Statistics

Many users find hard data persuasive. Statistics build trust, similar to McDonald’s iconic “Billions and billions served” slogan.

This example effectively uses figures, stating the price per translated page upfront. While factors like language pairs may affect pricing, this ad stands out by providing concrete numbers. While this might not be as impactful as problem-solving, it delivers a clear message within limited space and links your offering to desired outcomes.

6. Prioritize User Intent

Ignoring user intent can lead to missed opportunities. Many businesses focus on boasting about features instead of addressing the user’s needs. Remember, users care about how your product solves their specific problem, so tailor your headlines to their search intent.

7. Employ Empathy

Besides seeking solutions, people want to feel understood. Empathy is a potent tool. By acknowledging their problem, you create a connection and build trust, making your ad stand out.

8. Use Clear and Simple Language

Avoid overwhelming prospects with jargon or technical terms. Opt for clear, accessible language that makes your headlines easy to understand and click. This doesn’t mean being boring; numerous simple yet powerful words can make your ad copy compelling.

9. Draw Inspiration from Social Trends

Observe industry conversations on social media for headline inspiration.

Twitter’s “What’s trending” section helps identify trending topics. Riding a trending wave can attract clicks, but remember that trends are fleeting. This approach requires constant monitoring.

10. Maximize Character Limit

While avoiding unnecessary words, utilize the 25-character limit effectively. Be descriptive and clearly communicate what users can expect from clicking your ad.

11. Avoid False Promises

Including false information can lead to ad disapproval by search engines. Support any claims made in your headlines with verifiable evidence, either within the ad copy or on the landing page.

This example illustrates a common pitfall. The claim of being the “No. 1” online fishing tackle shop lacks evidence. It wastes valuable space that could have highlighted unique selling points. Failing to deliver on promises can severely damage your brand, so ensure your ads are truthful.

12. Maintain Impeccable Grammar and Spelling

Even with limited characters, correct grammar and spelling are crucial. Misspellings make your business appear unprofessional. Use a spellchecker before submitting ads for approval.

This ad is a prime example of poor execution. Its relevance to “cremations” is unclear, and the meaning of “1,310 simple cremation services” is ambiguous. If you target international markets, use region-specific spellings. Punctuation significantly impacts meaning, so pay close attention to it.

13. Highlight Benefits

Similar to aligning with user intent, emphasize how your product benefits the customer. Adopt the “What’s in it for me?” perspective.

Avoid self-promotion and focus on how your product improves customers’ lives, as exemplified above.

14. Alternatively, Address Problems Directly

Imagine losing your keys after a night out. Even with multiple locksmith ads, you’d likely feel panicked.

The first ad in this example is the least effective. Urgency overshadows any interest in the business’s ownership structure. The third ad is also weak, requiring an extra step to find a local locksmith. The remaining ads effectively address the problem: conveying reliability, offering 24/7 service, and providing pricing information. However, the term “extreme” in the fourth ad raises curiosity. UPDATE 2/12: This example highlights the complexities of user intent. The “Flying Locksmiths” ad intentionally incorporates trust signals due to prevalent locksmith scams. Interestingly, the ads deemed effective were for potentially less reputable businesses.
This raises a critical question: how do businesses differentiate themselves in crowded markets, especially those riddled with scams? The key is understanding user intent. While The Flying Locksmiths excel in commercial security, their ad might not resonate with someone locked out of their home. This emphasizes the importance of aligning ad copy with the specific services you want to promote. Targeting the right audience with clear messaging is crucial for success.

15. Utilize Fear Strategically

Perry Marshall advocates for leveraging strong emotions like fear to capture attention.

This example, while potentially ethically questionable, undeniably grabs attention and effectively uses emotional manipulation to entice clicks.

16. Emphasize Your Unique Selling Proposition (USP)

Your USP sets you apart. If possible, incorporate it into your headlines. This might be less effective if your USP isn’t truly unique but is worth considering, especially if other strategies aren’t yielding results.

17. Think Beyond Dynamic Keyword Insertion (DKI)

DKI, dynamically inserting search keywords into your ad, is tempting, particularly for large accounts. However, don’t solely rely on it.

While DKI can boost click-through rates, it’s less effective for top-performing ads. While DKI is a useful tool, prioritize crafting compelling, unique headlines that resonate with your audience.

18. Incorporate Quotes and Testimonials

Utilize positive feedback from loyal customers in your headlines. However, be cautious, as this tactic can backfire.

This example attempts to use a quote, but its execution is unclear. It’s not immediately apparent if it’s an actual quote or a testimonial. The quotation marks create ambiguity. Use quotation marks correctly and ensure the quote is relevant to the ad, ideally highlighting a direct benefit of your product.

19. Offer Promises and Guarantees

Making strong commitments, like free shipping or money-back guarantees, can build trust and motivate conversions, especially in competitive markets. If the headline lacks space, include it in the ad copy.

However, only make promises you can keep. Failing to deliver can irrevocably harm your brand’s credibility.

20. Communicate Your Offering Clearly

While some advertisers resort to trickery, a straightforward approach often works best. If a prospect is searching for what you offer, clearly present it to them.

This example demonstrates a simple yet effective headline, further emphasizing the product’s benefit in the first line of copy. Prioritize clarity and conciseness. Eliminate ambiguity and ensure your headlines clearly convey your offering.

21. Analyze Your Competition

Competitive analysis doesn’t require corporate espionage. Tools like SpyFu and SEMrush provide insights into competitors’ keyword performance, landing pages, and more. While directly copying is unethical, competitive intelligence can give you an edge. For further inspiration, explore our collection of 88 high-performing headline examples.