The headline is the first thing — and sometimes the only thing — the customer sees in your campaign. A good headline can double the click-through rate and transform campaign performance end to end. A bad headline will make your ad budget go to waste. The tips below will help you write headlines that work.
The principles: use keywords the audience is searching for, offer clear and immediate value, use strong, emotional language, keep the length to 8 words or less, try questions that spark curiosity, add numbers that create specificity, and don't shy away from humor when it fits the brand.
Formulas that work over and over: "How to [do X] without [pain Y]", "X tips for [desired outcome]", "Why [common thing] doesn't work (and what does)", and "The complete guide to [topic]". These formulas work because they promise clear value and spark curiosity.
Common mistakes: headlines that are too long and get cut off, over-promises that can't be kept (and damage credibility), generic headlines that don't differentiate, and a mismatch between the headline and campaign content. Always run A/B tests with several headline variations and let the data decide.
