Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years explains a few key tips to creating a successful CTA.
We recently blogged about the ins and outs of crafting compelling and moving calls-to-action in digital ad executions.
This time around, we’d like to take a closer look at the art and science behind writing commanding and successful headlines for your online ads.
Just as an effective call-to-action can make a big difference in whether an ad succeeds or fails, an excellent headline can make a major impact on an ad’s performance.
In fact, one could argue that creating an engaging and memorable headline is even more important than creating a call-to-action that resonates with the consumer. Because while a call-to-action typically comes at the tail end of an ad, the headline always comes up at the very outset of the ad.
To that end, we’d like to share some tips for writing headlines that get real results.
*Utilize keywords in your headline. This seems like a given, but many times, top keywords aren’t used in the ad’s actual headline. That’s a mistake, in most cases. Why make your audience guess about what it is you’re selling or offering them? Make the connection between their search query and your ad clear right away by including the keyword right up front, in the ad’s headline.
*Use humor in your headline. Anytime you can make your ad – and its headline – stand out from the competition, you should go for it. One way to do this can be to use humor. Of course, it’s also best to exercise some caution here. What one consumer finds hilarious, another reader could find flat-out offensive. So don’t go “too far” in your humor. And if you’re going to poke fun at a competitor of yours, be careful here too.
*Ask your audience a question. Another way you can make your ad stand out is to begin it by asking a question in your headline. This is a great way to engage your reader right off the bat, and you can then use some of the body copy space in the ad to answer this question – and deliver the benefits of your brand, product, or service.
*Highlight your USP. As Old School Advertising people well know, USP is an acronym that stands for Unique Selling Proposition. The USP is all about clearly defining and delivering the values or attributes that set your brand apart from the competition. Anytime you can find a way to work your USP into the headline, it’s a b, solid strategy.
*Solve problems in your headline. It’s important to remember that people ultimately don’t really want to buy “stuff” – but rather, they seek to solve their problems. To this point, headlines that suggest your product or service can help your audience solve their problem(s) have a good chance of succeeding where others might fail. Provide some problem-solving in your headline, and you’ll have less problems moving product.
These are just some of the ways you can create headlines that make a true difference in your online advertising executions. Crafting compelling ads is ultimately one part science and one part art. And you’ll never know just what works – or what doesn’t – until you try.
If you’re seeking help crafting ads that work better right out of the gate – and straight from the jump with a great headline – feel free to reach out to us here at Boost Media.
Boost is the only cloud-based, people-powered platform that helps advertisers and ad agencies alike create, refresh, and manage compelling ad creative at scale. Our vast and skilled Boost Creative Network boats more than 1,000 experienced writers and designers who are ready and eager to create, test, and optimize your ads – for both text and image formats – across all digital channels (search, social, and display).
Since our foundation in 2009, the Boost Creative Network has delivered more than 250,000 compelling digital ads to brands of all shapes and sizes – and optimized more than $1 billion in digital ad budgets.
Talk to us today to see how we can help you find the right thing to say in your online ads. Starting straight from the headline.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.