Why the headline?

Experienced copywriter will know this. The headline is the "advertisement" for your advertisement. It's what grabs your prospects' attention.

A hypnotic headline will draw your prospects in and prompt them to read the rest of your sales message. A dull one will make them run.

And marketing statistics have shown this to be true. A great headline plays a critical role in the success of any advertisement.

Okay. But what's the best way to come up with a winning headline?

Here's the simple answer. You create a few variations of your headline and you test them out in the market. Let the market tell you the answer.

Now you may say that doing testing with traditional media (e.g. newspaper/magazine) can be very costly, and also slow as well.  

Well that is true. You probably need to advertise in the newspaper several times to gather enough data for it to be statistically significant.

And by then, you will probably have incurred thousands.

Fortunately there is a solution – Adwords.

Adwords allows you to quickly put out your ad, and reach people who are specifically looking for your kind of product/service.

With Adwords, you are conducting tests on a very targeted audience because these are people who have specifically searched for a keyword that is relevant to your product/service.

It doesn’t end there. Adwords allows you to split test (A/B testing) several variations of your ad at once - with no additional cost.

Thus, if you want to test your headline, you just need to keep the ad body and URL text constant (although it is possible to do multi-variance testing with special tracking software) while varying the headline.

Allow the ads to run for 7 days (may vary according to search volume of your targeted keywords), and clicks to come in. Look out for the one that has the highest click-through rate. This will give you an indication on which headlines work the best.

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