s we said, your first headline is the most important one

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Ad combos. All you need to do is mix and match from the sections below, plug in your product details and add in your URL. Voila, your PPC ads are complete! Headline 1 (30 characters) The first headline is your best opportunity to show searchers you have exactly what they’re looking for. Make no mistake: if a prospect reads one part of your ad copy, it’s the first headline. The key is that you don’t need to get super creative. Instead, you need to use a headline that is highly relevant to the search query. We recommend using high-volume keywords from your ad group to kick off the ad. Pro-Tip.

Always utilize title case (i.e. capitalize the first letter of every word, not just IT Numbers the first word) throughout your ad copy. Time and time again, this has proven to yield more clicks than sentence case. Headline 2 (30 characters) A—that’s the place to include crucial information (e.g., your target keyword). However, your second headline can still make a big difference in your ad’s CTR. By including your brand name, for example, you can capitalize on its recognizability and grab searchers’ attention. Alternatively, you can build on the messaging of your first headline and augment your CTA with a sense of urgency.






For example, if your first headline says, “Build Your Own Online Store,” you can enhance that with, “Start Your Free Trial Today.” No matter which direction you take it, remember to always write your second headline as if there isn’t a third one. Your first and second headlines should be sufficient for an ad by themselves. Headline 3 (30 characters) There’s no guarantee that your third headline will show .