Your ad is only as effective as its headline. Ever seen a great looking billboard advertisement, with attractive pictures of celebrity endorsers? Do you remember the actual product that the ad is endorsing? What about the tagline? Chances are, if the tagline is not memorable nor interesting, you wouldn’t remember it. It’s the same with AdWords. If the headline is not relevant nor effectively worded, chances are your audience will ignore the ad altogether!

Now you have to make sure that you will capture your intended audience’s interest in that one single line.

Aside from using dynamic headlines, which would contain the actual keywords that a user enters for search, you should also use a main headline (or one alternative to the dynamic headline) that would grab interest. Some tips:

• Use questions that arouse curiosity or interest. For instance, you can say “Want to make $10,000 in one hour?”
• You can also offer instructions.. “Cure the cold in five simple steps,” or “How to keep your PC virus clean,” would be interesting.
• Tell a story. There’s nothing better to spark interest than to appeal to your audience’s sympathy or empathy. Tell them a story like “How I made $10,000 in one hour,” or “I lost 50 pounds in two weeks.”
• Divulge information. Claim something that only you know, such as “The Mystery of Google AdWords.” People will notice this, especially if they want to learn more about what you have to offer.
• Claim unbelievable stuff! People will be intrigued with “Make $10,000 in one hour” or “Keep thin without exercise.” You can make it as absurd and unbelievable as possible, and people will surely notice!
• Create (and maintain) trust. The web is all about trust these days. “Recommended by the Queen,” would be good.
• Compare People love to go for what’s better. You can say “cheaper than Wal Mart” or “better than Coke.”