| | PPC Headline Writing Dos & Don'ts Your PPC ad's headline is the first thing people will see in the search results. To catch eyes and get clicks, it's essential to write a headline that includes your keyword while being unique and compelling. Consider these dos and don'ts when writing headlines for PPC. DON'T use a generic headline
Do a little competitive research on the keywords you plan to bid on, and take note of how you can separate yourself from the pack. DON'T waste characters
You have 25 characters to grab the searcher's attention and convey your message. A single-word headline is dull and overly broad. DO communicate your value prop
Use the extra characters that aren't taken up with your keyword to tell people what's unique about your offering. Do you offer free shipping? Are you running a big sale? Don’t wait for people to click through to find out why they should buy from you – entice them to click with your headline. Head over to the WordStream blog for more PPC headline dos and don'ts. | | 
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