1: Max out headlines and descriptions

Google gives you 15 headlines and 4 descriptions. Use them all. The more options you give the platform to choose from, the better your ads will perform because the platform tests all combinations of headlines and descriptions to find the highest success rate.

2: Use capitalization

Any word over 3 letters long should be capitalized. This ultimately makes your ad appear larger to the eye, drawing attention, and getting more engagement. Yes, this looks incorrect when you’re just typing it out, but multiple studies have proven year after year that this method still garners higher click-through-rates.

3: Reflect the query

Directly reflect the user query for which they would see your ad. This should also be reflected clearly on the landing page. If you’re bidding on “Increase Business Conversion Rate” you want at least 1 to 2 headlines to directly reflect those keywords and your landing page to also have those keywords in a prominent place where the user will easily see them upon clicking on your ad. This feels repetitive when you’re building it all out, but ultimately the user simply subconsciously connects the dots from their query to your product/service being the perceived solution.

4: Showcase the benefits of your product/service

Short. Sweet. To the point. Clearly state the benefits of your product to the user. Again, this may feel rudimentary when you’re initially writing it all out, but the goal is clearly and quickly tell the user why you’re different than all of the other search results they received to their specific query.

5: Use a strong and clear Call-To-Action

Buy Now or Book Today. Using strong calls-to-action prompt the user to click now but also prepares them to do the conversion action you’re looking for. The idea is to tell the user exactly what you want them to do.

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