Whether you are building a landing page, writing blog content, or engaging in pay per click advertising, one of the most important elements of your content is the headline. You can lose an entire pay per click advertising campaign on the headline alone.
Why is the headline so important? Because that’s what attracts the attention of a clicker in the first place. Without a good headline you probably won’t get too many click throughs. With the right headline you could increase your click throughs substantially. So what makes a good headline?
Glad you asked. A good pay per click headline should do the following:
- Catch a searcher’s attention
- Tell the searcher what to expect once they’ve clicked on the ad
- Inspire a click-through
That’s about it. Sounds easy, right? It’s not.
First, you have to know your audience. You have to know what motivates her and what will motivate her to click on your pay per click ad. What does she want? Can you provide it?
You don’t have to tell the whole story in the PPC headline. You are just whetting the appetite, getting her interested in what you have to offer. Nothing more.
I recommend brainstorming your headlines before deciding on one. Measure them against each other and pick the best one. You can even run a few tests to see which one gets the click through best and then use that one. The bottom line is your headline needs to get a searcher’s attention and inspire a click through.
