We recently discussed how to choose the right image for an ad. This is important since it’s always a picture that comes to a user's attention first. But if an image worked, the reader's gaze drifts to a title. How can you make it clickable?
Let's start with the requirements. It’s quite simple here:
Max. length is 50 characters. If you don’t stick to this rule, the ad won’t have a chance to participate in an auction and appear on another publisher’s page.
Since this limit is quite strict, we will pay special attention to recommendations: you are the only one who can make those 50 characters under the picture attractive for a reader and convince him to read on.
Bad news sell! People react to words and phrases associated with anxiety. For example, the headline “Another infection outbreak detected in...” will be noticed immediately, but it probably won't establish any positive associations with the brand. This trick will work for companies that don’t care that much about reputation.
The simpler, the better. Do not use professional vocabulary or abbreviations. “Prevention of SARS-CoV-2” sounds awkward compared to “Prevention of Coronavirus: Medical Recommendations”. It’s not cool to read the material where you understand nothing without Google’s help.
Make lists: “10 Tips to Avoid Coronavirus”. We kill two birds with one stone, dropping a hint that the article is a clear and structured guide, and using a number.
Ask questions: "When will the coronavirus pandemic fade?", "How will coronavirus affect the economy?" This way, you solve the users’ problem, and in case new ones appear, they’d already know where to ask.
Intrigue your readers. But we’ll tell you how to do that tomorrow 🙂 In fact, we noticed that the reader just cannot leave the page without knowing what happened next. “The first symptom of coronavirus is ...” Curiosity is something advertisers love to exploit — and it works!
When creating a headline, remember: the text part of an ad is the visual part, and vice versa. A native ad works best when the image and headline are not only well-composed, but also complement each other.