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Why the Headline is King

You have 3 seconds to get attention.

The headline is the blue text at the top of your ad. It is the first thing people see. If your headline is boring, nobody will read the rest of your ad. They will just scroll past it. 

Your goal is to increase your CTR (Click-Through Rate). A higher CTR means more traffic and a cheaper Cost Per Click (CPC) because Google rewards relevant ads.

Here are 7 simple ways to write headlines that people actually want to click.

Tips 1-4: The Essentials

Basic rules every ad should follow.

1. Use the User's Keyword If someone searches for "Red Running Shoes," your headline should say "Red Running Shoes." It tells them immediately: "I have what you are looking for."

2. Use Numbers Digits stand out in a wall of text. People love lists and statistics.

Bad: "Discount on Shoes"

Good: "50% Off Shoes" or "Prices Starting at $19"

3. Use Title Case Capitalize The First Letter Of Every Word. Google’s data shows that ads using Title Case get more clicks than ads using sentence case (where only the first letter is capitalized). It looks more professional and is easier to read.

4. Ask a Question Questions make people think.

Example: "Back Pain?" or "Need a Plumber Fast?"

Tips 5-7: The Psychology

How to trigger an emotional response.

5. Don't just say what you sell. Say how it helps.

Feature: "24 Hour Locksmith."

Benefit: "Get Back Inside in 20 Minutes."

6. Use Power Words Certain words make people act. Use words like:

Free, New, Save, Now, Best, Instant, Limited.

7. Add a Location If you are a local business, put the city name in the headline.

Example: "Best Dentist in Chicago." People trust local results more than generic ones.

A Warning About High CTR

When is a high click rate a bad thing?

Getting clicks is great, but be careful. If your CTR is suddenly too high (for example, over 10% on a generic search), it might not be real people.

Two dangers to watch for: 

Clickbait: You promised something "Free" but didn't deliver. Users will click, but they will leave immediately (bounce)

Click Fraud: Bots often click ads blindly to drain your budget. This creates a fake high CTR.

Recommendation: Write great headlines to attract humans, but use ClickSambo to block the bots that try to fake it.