By Owen Fay . Posted on April 20, 2022


“The headline is the most important part of an ad. It must be clear, concise, and compelling.” – David Ogilvy

If you’re running Google Ads, you want to make sure you’re not making any mistakes with your headlines. Headlines are important because they’re one of the first things people see when they see your ad.

Here are the top 5 mistakes to avoid with your Google Ads headlines:

1. Not using relevant keywords

2. Not making your headlines attention-grabbing

3. Making your headlines too long

4. Not using numbers or symbols in your headlines

5. Being too general in your headlines

By avoiding these mistakes, you’ll be able to improve your Google Ads headlines and get more people to click on your ads.

Not Using Keyword-rich Headlines

One of the most common mistakes people make with Google Ads is not using keyword-rich headlines. This can hurt your click-through rate and cost you money.

What are keyword-rich headlines?

Keyword-rich headlines are headlines that contain the keywords you are targeting. For example, if you are targeting the keyword “dog food”, your headline could be “The Best Dog Food for Your Dog”.

Why are keyword-rich headlines important?

Keyword-rich headlines are important because they help your ad stand out from the competition. If you are not using keyword-rich headlines, your ad may blend in with the rest of the ads and people may not notice it.

How can I make sure my headlines are keyword-rich?

There are a few things you can do to make sure your headlines are keyword-rich:

– Use the keyword at the beginning of the headline

– Make the headline attention-grabbing

– Keep the headline short and to the point

Examples of keyword-rich headlines

Here are some examples of keyword-rich headlines:

– “The Best Dog Food for Your Dog”

– “Get the Perfect Christmas Tree”

– “The Best Way to Lose Weight”

By following these tips, you can make sure your headlines are keyword-rich and help your ad stand out from the competition.

INFOGRAPHIC: Not using keyword-rich headlines - Poll the People

Not Making Headlines Attention-grabbing

Your headline is your first and only chance to make a first impression, you need to make Google ad headlines are optimized.

You have a very short amount of time and space to make someone want to click on your ad and learn more about what you’re offering.

Essentials of Google Ads Headlines

If your headline is weak or boring, people will keep scrolling and you’ll miss your chance to get their attention.

Here are five mistakes to avoid when writing headlines for your Google Ads:

1. Not making headlines attention-grabbing

Your headline is your one chance to make a great first impression. Make it count! Write headlines that are interesting and make people want to click on your ad to learn more.

2. Failing to use keywords

Your headline should include keywords that are relevant to what you’re advertising. This will help your ad show up in relevant search results, and also let people know what your ad is about at a glance.

3. Being too sales-y

Your headline should be interesting, not sales-y. Don’t try to cram in too much information or make too many promises. Keep it simple and to the point.

4. Making headlines too long

Keep your headlines short and sweet. Remember, you only have a limited amount of space to work with, so make every word count.

5. Not testing different headlines

Test out different headlines to see what works best. Try different lengths, styles, and keywords to see what gets the most clicks.

INFOGRAPHIC: Not making headlines attention-grabbing - Poll the People

Making Headlines Too Long

Your headline is your first (and sometimes only) chance to make a good impression and entice people to keep reading. So it’s important to make it count. But beware – a headline that’s too long can be just as off-putting as a headline that’s too short.

Here are 5 things to avoid to keep your headlines the right length:

1. Keep headlines short

Your headline should be no longer than 30 characters, otherwise it will be cut off in Google’s search results. Keep it short, sweet, and to the point.

2. Don’t stuff keywords

Stuffing keywords into your headline in an attempt to get better search results is a bad idea. Not only will it make your headline look unnatural, but it will also turn off potential customers.

3. Only make promises you can keep

Don’t make grandiose claims in your headline that you can’t possibly deliver on. Not only will you disappoint people, but you’ll also damage your reputation.

4. Make headlines exciting

Your headline should be interesting and compelling so that people want to click on it. Don’t be afraid to be creative – a little bit of humor can go a long way.

5. Create an effective call to action

Your headline should always include a call to action so that people know what they should do next. Be clear and concise, and tell them exactly what you want them to do.

Avoid these mistakes, and you’ll be well on your way to writing headlines that get results.

INFOGRAPHIC: Making headlines too long - Poll the People

Not Using Actionable Language

When creating headlines for your Google Ads, it is important to use language that is actionable. This means that your headlines should include words that encourage the reader to take some sort of action, such as click on your ad. Without actionable language, your headlines may be less effective in getting people to actually click on your ad.

Some tips for using actionable language in your headlines include:

– Use words like “discover” or “learn” to encourage people to click on your ad to find out more information

– Words like “save” or “get” encourage people to click on your ad to take advantage of a special offer

– Using words like “now” or “today”  create a sense of urgency

By using actionable language in your headlines, you can help to ensure that more people will actually click on your ad.

INFOGRAPHIC: Not using actionable language - Poll the People

Making Headlines Too Sales-y

Your headline is like the headline of a news article: it should be catchy, interesting, and make people want to read more. However, unlike a news headline, your headline should also be specific to your product or service, and it should be clear that you’re trying to sell something.

Unfortunately, many businesses make the mistake of making their headlines too salesy, which turns potential customers off and makes them less likely to click through. Here are the five biggest mistakes to avoid when writing headlines for your Google Ads:

1. Don’t make your headlines too long.

Your headline should be no more than 25 characters, which is about two to three words. Any longer than that, and you risk losing potential customers’ attention.

2. Use active verbs.

Your headline should be direct and to the point, and it should use active verbs. For example, “Get 50% off your first purchase” is better than “50% off your first purchase.”

3. Make a promise.

Your headline should make a promise that your product or service can deliver. For example, “Lose 10 pounds in two weeks” is a better headline than “Lose weight.”

4. Use numbers.

Numbers are attention-grabbing, so using them in your headline is a great way to make sure potential customers notice your ad. For example, “Get 50% off your first purchase” is better than “Get a discount on your first purchase.”

5. Include a call to action.

Your headline should include a call to action, such as “Buy now” or “Sign up today.” This tells potential customers what you want them to do, and it makes it more likely that they’ll take the desired action.

INFOGRAPHIC: Making headlines too salesy - Poll the People

Quick Tips

  1. Make sure your headlines are clear and concise
  2. Avoid using jargon or “keyword stuffing”
  3. Don’t make headlines too long or too short
  4. Use active voice and action words
  5. Test different headlines to see what works best

According to a study by WordStream, the average click-through rate (CTR) for Google Ads is 1.91%. However, the CTR can vary greatly depending on the quality of your headline. A headline with a high CTR will typically be around 30 characters long and include a number or a unique selling proposition.

Frequently Asked Questions:

  1. How can I create compelling headlines for Google Ads?

    Creating compelling headlines for Google Ads involves understanding your target audience and their needs, using relevant and high-performing keywords, and crafting clear and persuasive messages. It’s also beneficial to include a call-to-action in your headline, telling users the next step they need to take. Using tools like Poll the People’s Google Headline Optimizer can also help you test and optimize your headlines.

  2. What are some successful examples of Google Ads headlines?

    Successful examples of Google Ads headlines often include clear and concise messages, relevant keywords, and a strong call-to-action. For instance, a headline like “Get 50% Off On Your First Order – Shop Now!” is effective because it communicates a clear benefit, includes a compelling offer, and encourages immediate action.

  3. How do popular keywords impact the success of Google Ads headlines?

    Popular keywords can significantly impact the success of Google Ads headlines. When you include keywords that users are actively searching for, your ads are more likely to appear in relevant search results, increasing their visibility and click-through rate. Keywords in the headline also help users quickly understand what your ad is about, making them more likely to engage with it.

  4. What are the best practices for writing Google Ad headlines?

    Best practices for writing Google Ad headlines include using relevant and high-performing keywords, keeping your message clear and concise, focusing on the benefits you offer, and including a strong call-to-action. It’s also important to test different headlines to see which ones perform best and to ensure your headlines align with the content on your landing pages.

  5. Can the right headline significantly improve my Google Ads’ performance?

    Yes, the right headline can significantly improve your Google Ads’ performance. A compelling headline can catch the user’s eye, encourage them to click on the ad, and ultimately lead to higher conversion rates. It’s important to spend time optimizing your headlines, testing different versions, and using tools like Poll the People’s Google Headline Optimizer to ensure your headlines are as effective as possible.


If you’re running Google Ads, it’s important to avoid making common mistakes with your headlines. Doing so can improve your click-through rate and help you get more leads.

By avoiding these common mistakes, you can create more effective headlines that will improve your results with Google Ads.

Looking to improve your Google Ads headlines? Sign up with Poll the People for free and get feedback from real people on what works best. Sign up now and see the results for yourself!


Owen Fay

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