The Clickable Search Engine Marketing Blog

In our last post on writing effective ad copy, we discussed the first component of an ad: the headline. The purpose of the headline is to grab a user’s attention. As Hunter Boyle put it in a Marketing Experiments article that we mentioned in our last post: “The objective of your headline is not to sell, but to connect with your reader. That split-second connection only has to compel readers to continue ― not necessarily to buy right away.” If you make that connection and compel your reader to continue, they’ll read your description line. The purpose of the description line is to demonstrate the relevance and unique value of your offering. The trick is to demonstrate both in 35 characters or less.

Note: This is the third in a series of posts about writing effective ad copy. Click here to read the rest of this tutorial, and to read earlier installments.