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Better Headlines = More Sales

Better Headlines = More Sales

The Google AdWords Challenge

Google made copywriters everywhere jump for joy with the news its testing double-length headlines for Google AdWords ads. Additionally, the description copy area has been extended to 80 characters, giving marketers even more room to make their point. If this change proves to be popular – and we have every reason to believe it will be – the new expanded copy ads should soon be available for all advertisers.

Now, this doesn’t mean you should start channeling your inner Tolstoy. Even given expanded room to write, you’ll have to keep your copy succinct and to the point. The headline is especially important. Five times as many people read the headline as the copy, even in AdWords’ uber-short format.

What Makes a Good Headline?

Emotional impact matters – researchers have found that headlines that evoke an emotional, rather than intellectual or spiritual, response are shared exponentially more often. Think about the way your target customer wants to feel after making a purchase from you. For example, more than one jeweler has found the simple three-word headline “Make Her Happy” leads to increased click-throughs and sales.

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Numbers grab attention. Steal a page out of the content marketer’s book and use numbers in your ad headline. They’re generally only one character long but attract attention. “3 Special Deals Happening Now!” combines an attention grabbing number with a sense of urgency. It’s a powerful combination.

Use “If-Then” formatting. Practice phrasing the customer’s problem and your proposed solution in as few words as possible. For example: Got Grubs? Grub B Gone Works! This is effective even with complicated problems, if you think creatively. Any number of tax problems can be boiled down to “IRS Trouble?”

Remember the 25:1 Rule. Experienced copywriters will write 25 (or more!) headlines before they find the one they use. Creating a large number of headlines regularly will sharpen your copywriting skills and, if you hold on to the efforts that didn’t make the initial cut, creates a stockpile of headlines that could be used in future ads. It’s a great idea to run the same ad with two different headlines and test which one performs best for you.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office