How can you create compelling headlines for your e-commerce search ads?

1 Understand your audience

Before you write any headline, you need to understand who your target audience is, what they are looking for, and what motivates them to buy. You can use tools like Google Keyword Planner, Google Analytics, and Google Search Console to research the keywords, phrases, and questions that your audience uses to find your products or services. You can also use surveys, reviews, and social media to learn more about their pain points, preferences, and objections. By knowing your audience, you can craft headlines that speak to their needs, wants, and emotions.

2 Use clear and concise language

Your headline is the first thing that your audience sees when they encounter your search ad, so you want to make sure that it is clear and concise. You only have a limited amount of space to convey your message, so avoid using vague, generic, or irrelevant words that waste space and confuse your audience. Instead, use specific, descriptive, and relevant words that highlight your unique selling proposition, your benefits, or your offer. For example, instead of saying "Buy Shoes Online", you could say "Save 50% on Stylish and Comfortable Shoes".

3 Include keywords and modifiers

Keywords are the words or phrases that your audience uses to search for your products or services, and they are essential for matching your search ad to the search intent. By including keywords in your headline, you can increase your relevance, visibility, and quality score. However, you don't want to overstuff your headline with keywords or use them unnaturally, as this can hurt your readability and credibility. Instead, use keywords strategically and sparingly, and combine them with modifiers that add value, urgency, or specificity. For example, you could use modifiers like "best", "free", "today", "limited-time", or "exclusive" to enhance your headline.

4 Test and optimize

The only way to know if your headline is effective is to test it and measure its performance. You can use tools like Google Ads or other platforms to run split tests or A/B tests, where you compare two or more versions of your headline and see which one gets more clicks, conversions, or sales. You can test different elements of your headline, such as the wording, the order, the punctuation, the capitalization, or the length. By testing and optimizing your headline, you can find the best combination that works for your audience and your goals.

5 Follow the guidelines and best practices

Finally, you need to follow the guidelines and best practices of the platform or network that you are using for your search ads. Different platforms may have different rules or limitations on the length, format, or content of your headline, so you need to check them before you write your headline. For example, Google Ads allows you to use up to three headlines with a maximum of 30 characters each, separated by a vertical bar. You also need to avoid using misleading, offensive, or inappropriate language, symbols, or claims that violate the policies or standards of the platform or network. By following the guidelines and best practices, you can ensure that your headline is compliant and acceptable.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?