How To Write Google Ads Headlines That Get CLICKS

in this video i'm going to show you how to write highly effective headlines for your google ads now when it comes to search ads on google the headline is undoubtedly the most important part and in this video i've got a bunch of examples hopefully give you some really good ideas for things you can use that can help you get better results so i'm in a demonstration and google ad account and i've just gone through the new campaign creation process to get here um to the ad creation level when i've popped in my url because that's

going to be helpful for a number of different things now before we start getting into the various things you might want to add in i just want to quickly highlight what we can see up here at the top that google is giving us some pointers some information to help us create better ad headlines we can see it's going to give us an ad strength score they recommend start by adding at least five headlines these recommendations are pretty good so i'd recommend trying to stick to them where possible and of course on the right hand side

here you can look at some of the ideas that google is going to automatically create for you definitely recommend checking through those they can be a bit hit and miss some are good some aren't um but go through those i'm not going to show you how to do that because obviously you could just take a look at those i'm going to give you some other pointers other tips and things that's probably what you're in this video for in the first place okay so the very first thing i want to mention to include in your headlines

is think about your desired outcome when someone's searching what do they really want and that's obviously going to depend on whatever it is that you're selling but it could look something like get in the best shape ever if that's relevant to whatever it is you're selling right you can see how that might be what your prospect wants that might be the outcome they want they want to be in the best shape of their lives okay it could be perhaps they're searching to save money they're spending too much on energy bills or whatever and you could

say save 60 or save 20 on and then whatever it happens to be so think about what your prospect wants at the end of the day um and try and include that in your headline options to so that people when they glance at your ad can go oh that might help me get my desired outcome the next thing to do with your google ads headlines is to try and be very specific about your offer get it in the headline make it very clear so for example if you're a service business that offers some sort of

free consultation you know let's say you're a roofing business um and you offer a free roofing survey or free roof service and how you'd word it um as your entry offer you'll come around take a look at someone's roof see if there's any issues etcetera etcetera pop that in the headline you want that very clear free consultation free whatever happens to be free audit if you're offering that as your front-end offer for a service get that in there it could be something let's say for a e-commerce business specific around the comments current sale so you

could have limited time um 40 off something like that okay again it's very specific that there's a 40 off sale going on right now it's gonna end soon another great thing if appropriate to try and get your headlines okay so the next thing is keywords can you try and get your keywords that you're targeting in your headlines that's going to resonate really well with the people that are searching it's going to feel very relevant to them and you can see there's something google is recommending so because i've popped in my url they've come up with

a bunch of um examples here and they say look for optimal app performance include these keywords in your headlines and if i open this up they've obviously taken some stuff from my website facebook lead ads facebook you know all that sort of stuff okay obviously this would be more relevant to whatever it is that you're doing now one of the easiest ways to do this is to set it up dynamically okay so if you click shift and then on your little curly um bracket sign on on your keyboard and you'll see that it gives this

option for keyword insertion okay and if you pop keyword insertion select that like that what that'll do is it'll add whatever your um searcher whatever your prospect is searching for into your headline okay now it's not going to work perfectly all the time sometimes it does create some weird examples and sometimes their search term will be too long in order to be put in your keyword so you also need to include a default text okay so whatever that happens to be so let's say the default is free trial uh 90 days let's say you're selling

a software for example free trial 90 days and that's what's going to show in here instead of their keyword as i said if it doesn't work doesn't fit et cetera okay i would normally select title case that's where it's going to capitalize the front the first letter of each word and you could go with sentence case where it's obviously capitalized the first letter um in that sentence or lowercase which is self-explanatory but if we go ahead and click apply that's exactly how that's going to work so it's going to put the searches whatever it is

they're searching for into your headline um and if it can't do that as it becomes too long it's going to put in this free trial 90 days you could come up with something else you could use one of these other options but that can be a great way to increase your click-through rate and as we know better click-through rates lead to cheaper clicks and also google rewards you because they can see that people are engaging with your ads and that's always helpful it's gonna help you get better results okay so one of things to go

with this technique with the dynamic keyword insertion is using lots of different ad groups so instead of having you know just a couple ad groups with lots of terms bundled in together you want to really break them out where possible because you want the searches to be specific to the ad and it all where you run into issues with this keyword insertion is if people are searching for things and it's being put into the headline but that doesn't really match with the rest of the ad because it if it's kind of about that thing but

not 100 about that thing you're advertising you can run into issues so lots of ad groups is a top tip if you're going to use keyword insertion another thing you can include in your google ads headlines is to address objections if possible so let's say for example you were selling supplements you could have something in here like um independently lab tested and i spent independently wrong there we go independently lab tested because that might be an objection people like oh i'd be interested in that supplement but yeah i'm not sure about the reliability of that

company something like that that could really help or let's say you're a contractor and you could have something like deadlines met or money back um you know i'm sure many of us have experiences where your higher contracts for things they tell you it's gonna take you two weeks and then six weeks later they're still going so that would be a great objection to address um right up there in a headline so have a little think about how that could apply to your products or services and what what are the hesitations that your prospects have around

actually using whatever it is your service product etc next is something you want to avoid doing um there are lots of words that are just wasted in headlines nowadays things that have been so overused that they just don't mean anything when someone searches they see an ad with those words pop up they just gloss straight over it and completely ignore them examples of that would be things like um award-winning seems every single business in the world is award-winning um things like high quality often doesn't just doesn't really mean anything everyone uses it in some industries

but not all even the word guarantee can be fairly meaningless sometimes that's going to mean something but in in some where it's so overused it's not going to mean anything just think about and you probably will see ads from your competitors in your industry just think about the words that just everyone uses that don't become a point of differentiation they're just wasted space we don't have much space to operate with with our google ad headlines you're better off leaving those out another top tip is to try and include numbers or statistics in your headlines where

possible you know uh you could have for example something like number oh i didn't get the uh think of that number one accountant in bristol okay and just having that number in there is going to help grab people's attention it's been shown has been studied a lot that numbers help grab people's attention that could be a percentage you know you could have um 55 average improvement if whatever it is you don't you you offer on average produces a 55 average improvement so statistics percentages numbers a good idea if you can get them in your ads

and it's appropriate to do so because what works with your google ad campaigns is going to be very specific to your industry and the products and services that you offer i'd also strongly recommend that you take some time and research what your competitors are using for their google ad headlines spend some time search around a bunch of the keywords that you are targeting yourself and just see what comes up you may well find things you think oh that's a really good idea i could use that or i could use something similar to her now obviously

it's best not to copy outright but perhaps something can could just trigger an idea where you think oh they're pushing the that angle of that particular product you know we actually have something quite similar with our product we should try really pushing that in our google ads and the best thing is to monitor this over time and you'll start to see patterns so what ads stick around what ads do your competitors um not only just test but they keep using over and over those are likely to be the ones that are delivering the best results

and really good examples to model from so we've covered a whole bunch of us there and hopefully you've got some good ideas but the real secret to creating the absolute best google ad headlines is to test and test and test i'm a big fan of creating tons of different headline options testing them all out and seeing which performs best and it's very easy to set this up initially and work out a couple options that work reasonably well and just run with that i'd strongly encourage you to come back and test again do around the testing

run it for a week two weeks see how it works come back and do the same thing again it really can make such a big difference over time and you find those headline options that can produce a 50 100 200 better ctr than what you had originally and that has a huge impact on the performance of your google ad campaigns writing headlines that generate high click-through rates is really important but making sure you are targeting the right keywords is absolutely essential in this video i show you how to find keywords for your google ad campaigns

that can deliver fantastic results go ahead and check it out