As a savvy Aussie marketer, you’re well aware that a great Google Ad can be the difference between a potential customer clicking through or scrolling past. It’s the first point of contact, the virtual handshake if you will, and getting it right is a must. So, how do you craft a headline that’s not just a good yarn, but also compelling enough to grab attention in the crowded online space? Let’s dive in:
What Are the 3 Headlines in Google Ads?
Google Ads offers a flexible platform for advertisers, allowing you to create responsive search ads with up to three headlines. Here’s a quick look at what they are:
- Primary Headline: This is your frontman, the headline that first catches the eye. It’s your chance to make a solid first impression.
- Secondary Headline: This follows the primary and offers you the chance to add more info, perhaps a unique selling point or a call to action.
- Tertiary Headline: Not always shown, but when it does, it’s a bonus space to add additional persuasive info or another compelling call to action.
Each headline has a limit of 30 characters, so choosing the right words is crucial.
How Do I Make Google Ads Compelling?
Making Google Ads compelling is about understanding your audience, the art of concise messaging, and a bit of true blue creativity. Here are some tips:
- Know Your Audience: Speak their language. If you’re targeting Aussies, don’t be afraid to use a bit of local lingo or references they’ll relate to.
- Highlight Benefits, Not Just Features: Instead of just saying what your product does, tell them how it makes their life better or solves a problem.
- Use Numbers and Stats: Australians love a good fact. If you’ve got impressive stats or discounts, flaunt them in your headline.
- Ask Questions: Questions engage the brain. “Looking for the Best Meat Pie in Sydney?” is more engaging than just stating “Best Meat Pies in Sydney”.
- Be Clear and Direct: No one has time for beating around the bush. Be clear about what you’re offering.
Understanding the Aussie Psyche
Appeal to the ‘No Worries’ Attitude: Australians are known for their laid-back nature. Headlines that communicate ease of use, convenience, or stress-free solutions can be very effective.
Community and Connection: Aussies value community and mateship. If your product or service fosters connection or community, highlight that. For instance, “Join Australia’s Largest Community of Fitness Enthusiasts!”
Embrace the Outdoor Lifestyle: Australians love the outdoors. If your product or service aligns with this lifestyle, make sure your headline reflects it. For example, “Gear Up for Your Next Outdoor Adventure in Oz!”
Competitive Spirit: Australians are known for their love of sports and competition. Tapping into this competitive spirit can be effective, especially for ads related to sports, fitness, or personal achievement.
Incorporating these aspects into your Google Ads headlines can create a stronger connection with the Australian audience, making your ads more relatable and effective.
What Is the Most Effective AdWords Ad Headline?
The most effective AdWords ad headline is the one that achieves your specific goal – be it brand awareness, clicks, or conversions. However, there are a few common traits in successful headlines:
- Relevancy: It should be relevant to the search query and your target audience.
- Clarity: It must clearly convey what you’re offering.
- Emotion or Curiosity: Whether it’s excitement, urgency, or curiosity, effective headlines often evoke some emotion.
- Unique Value Proposition (UVP): What makes your offering different? This should shine in your headline.
Testing and Optimising
Testing and optimising your headlines is like finding the secret sauce for your barbie – it can make all the difference. Here’s how to approach it:
A/B Testing (Split Testing): Create multiple versions of your ad, each with a different headline. Run them simultaneously to see which performs better. This method allows you to compare different approaches directly.
Use Google Ads’ Performance Data: Google Ads provides valuable data on how your ads perform. Keep an eye on metrics like click-through rates (CTR) and conversion rates. A higher CTR often indicates a more compelling headline.
Geographic Performance Analysis: Given Australia’s vastness and diversity, an ad that works wonders in Melbourne might not resonate in Darwin. Test how your ads perform in different regions and tailor your headlines accordingly.
Seasonal Adjustments: Aussies’ preferences can change with the seasons. For instance, ads for beach gear might perform better with summer-themed headlines. Keep an eye on seasonal trends and adjust your headlines to match.
Going Beyond the Headline: Tips and Tricks that Take Your Google Ads to the Next Level
Beyond these Google Ad writing tips and getting yourself into the mindset of your target audience, there are a few points that can make a significant difference in your CTR. These include:
Emphasising Urgency and Scarcity
Creating a sense of urgency and scarcity can lead to quicker decision-making. Here’s how to leverage these elements in your Google Ads headlines:
Time-Sensitive Offers: Use phrases like “Limited Time Only” or “Offer Ends Soon”. This implies that procrastination might mean missing out, which can prompt quicker action.
Stock Scarcity: If you have limited stock, highlight it. “Only 10 Left in Stock” can motivate immediate action.
Exclusive Offers: Phrases like “Exclusive Offer for Sydney Residents” can make the audience feel they have access to something special and limited, prompting them to act quickly.
Countdown Timers: If possible, integrate countdown timers into your ads. This visual representation of time ticking away can heighten the sense of urgency.
The Importance of Mobile Optimisation
With the majority of Australians using mobile devices for internet access, mobile optimisation isn’t just a good idea – it’s essential.
Conciseness is Key: On mobile screens, space is at a premium. Your headlines need to be short yet impactful. Every word must earn its place.
Consider Mobile User Behaviour: Mobile users often have shorter attention spans. Your headline should capture attention immediately. Use powerful, action-oriented words.
Test on Multiple Devices: What looks good on a desktop might not translate well on a mobile screen. Ensure your headlines and ads are legible and visually appealing on various mobile devices.
Speed Matters: Ensure that the landing pages your ads lead to are mobile-optimised and load quickly. Mobile users are less likely to wait for slow-loading content.
Utilising Power Words in Headlines
Power words are specific words that marketers use to trigger a psychological or emotional response. They’re called “power words” because they are so persuasive that people can’t resist being influenced by them. Here’s how to use them effectively in your Google Ads headlines:
Action-Oriented Power Words: These are words that provoke action or enthusiasm. For instance, words like “Discover”, “Explore”, or “Unleash” can create a sense of adventure and excitement. Example: “Explore Australia’s Hidden Gems with Our Exclusive Tours.”
Curiosity-Inducing Words: Words that pique curiosity can be very effective. Terms like “Secrets”, “Unveiling”, or “Reveal” can draw people in. Example: “Unveil the Secrets of Perfect Home Brewing.”
Value-Driven Words: Highlight the value or benefit of your product/service. Words like “Exclusive”, “Premium”, or “Ultimate” can convey quality and value. Example: “Enjoy Exclusive Access to Premium Wine Selections.”
Trust-Building Words: To build trust, use words like “Proven”, “Guaranteed”, or “Authentic”. These words can enhance the credibility of your offering. Example: “Proven Weight Loss Strategies, Guaranteed Results.”
Emotionally Charged Words: Words that evoke emotion can create a strong connection. This could be excitement, happiness, or even fear of missing out (FOMO). Words like “Thrilling” or “Last Chance” can be very compelling. Example: “Last Chance to Experience the Thrilling Adventure!”
Incorporating Social Proof in Headlines
Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behaviour. In marketing, it’s about showing that others have trusted and valued your product or service. Here’s how to incorporate it into your headlines:
Highlight Customer Reviews or Testimonials: If you have impressive customer reviews or testimonials, mention them in your headlines. Example: “Join Thousands of Happy Homeowners with Our Reliable Gardening Services.”
Showcase Awards or Accolades: If your business or product has received any awards or recognition, make sure to highlight it. This adds credibility. Example: “Award-Winning Craft Beers, Delivered to Your Door.”
Mention Media Mentions or Endorsements: If you’ve been featured in notable publications or endorsed by well-known figures, include that in your headlines. Example: “As Featured in The Australian: Revolutionary Skincare Products.”
Use Influencer or Celebrity Endorsements: If relevant, including endorsements from influencers or celebrities can be powerful. Example: “Australia’s Top Chefs Recommend Our Kitchenware.”
Display User Stats: If you have impressive user statistics, such as “Over 10,000 Downloads”, “Millions of Happy Customers”, or “#1 Bestseller”, include these in your headlines.
Crafting Compelling Google Ad Headlines: Your Next Steps
Crafting headlines for Google Ads that resonate with the Australian market requires a blend of art and science. It’s about understanding the Aussie spirit, tapping into local culture, and using language that sparks interest and trust. Power words and social proof aren’t just buzzwords; they are essential tools in your arsenal. Power words ignite emotions, provoke curiosity, and compel action, while social proof builds credibility and trust, showing potential customers that they’re in good company when choosing your product or service.
Remember, the key to successful Google Ads headlines lies in your ability to connect, engage, and persuade. It’s about creating a sense of urgency, offering solutions to problems, and making sure your headlines are optimised for the ever-growing mobile audience. But above all, it’s about testing and optimisation. The most effective headline is one that resonates with your specific audience, and finding it might require a bit of Aussie grit and determination.
So, whether you’re selling sunnies in Sydney, showcasing tours of the Outback, or promoting tech innovations, let your headlines reflect the unique, diverse, and vibrant spirit of Australia. Embrace these strategies, experiment, and watch as your Google Ads not only grab attention but also drive meaningful engagement and conversions.
Need some extra help with your Google Ads campaign? Whether you’re thinking of running ads on Google’s Display Network, you need more in-depth keyword research or are looking for call-to-action tips that can help you increase your CTR, Cliq MC has the expertise and experience in a wide range of local Australian markets to help you enjoy an unprecedented advertising edge across all of your Google Ads campaigns. Contact us today to learn more or schedule a no obligation sales consultation with our ad optimisation professionals.
