How to Write the Perfect Headline for Your Ads

Your name doesn’t have to be Don Draper to craft the perfect copy for your advertisement.  This is especially true in online marketing.  Think of advertising on the web as part art and part science.  For the purposes of this post, we’ll focus on the science as the art will fall into place.  

The average user is shown over 1,700 banner ads per month!  Further, domestic digital advertising revenue grew to almost $60 billion in 2016.  With so much noise, writing compelling copy and more specifically, headlines on your display ads is critical in grabbing a potential customer’s attention.

A headline is an important component for any online advertisement as it will serve as an introduction to your product and should be used as a short value proposition to a potential buyer.

Without further ado, here is a brief guide on how to write the perfect headline for your ads.

1.  Define Your Audience

Defining the demographics of the audience you’re advertising to is incredibly important.  Phrasing your headline to speak directly to this audience will allow you to tap into the market and get more eyeballs on your online advertisements.  

2.  What are the benefits?

One of the most important functions of an ad headline is to showcase the benefits of your product.  For instance, if you’re selling suncare products a perfect headline could be, “No frills sunscreen for kids.”  From such a simple statement comes an understanding about what you sell, who it’s designed for, that it’s made simply, and it is cost effective.  

3.  Short & Sweet

There is a finite space in online advertising and it is often very small.  Making your value proposition 5 words or less is a great goal to set!  

4.  Formatting is Key

It goes without saying that spelling and grammar need to always be spot on.  With that said, play with line breaks and punctuation to further dial in your point and grab browser’s focus.  

5.  Solve a problem

Posing a question is a great way to advertise in your headlines.  By example, if you are selling Men’s swimsuits, a great headline could be “Hey!  Need a new Swimsuit?”  From there, you can let a simple “Shop Now” call-to-action do the rest.  


Following this guide to writing the perfect headline for your ads will put you one step ahead of the competition and ensure your ads are optimized for online success.

Any other tips?  Feel free to comment below.