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Best Way To Write Google Ads Headlines (incl. examples)
19 ideas de marketing sacadas de «Best Way To Write Google Ads Headlines (incl. examples)», de Ben Heath - Google Ads. Sobre todo de mensaje y…
- 19 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 30 min
- Publicada en 2025
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Usar cualquier pretexto temporal o de negocio para activar urgencia con ofertas especiales
Oferta y precioNo es necesario esperar a fechas comerciales masivas como Black Friday; aniversarios de empresa, cumpleaños del fundador, cambios de estación o días temáticos del sector sirven como justificación legítima para lanzar ofertas especiales con urgencia y escasez real.
that looks like in a second, is you just got to tie them into something that makes sense for your prospects. So, this could be something far less significant like your company just turned five. It's been around for 5 years. Or you as the founder have got a birthday, so you're season. You know, you could have a end your business. Or you could even come up with other options like it's exist. So you can have these reasons to run special offers that have urgency because it's going to end. You're tying scarcity in there as well because if you're a service based business, you e-commerce business…
Escúchalo en el minuto 17:21
Combinar urgencia temporal y escasez real en los anuncios
Mensaje y copywritingIncluir simultáneamente urgencia basada en tiempo (fecha límite de la oferta) y escasez basada en capacidad real (cupos o inventario disponible) incrementa la tasa de acción del usuario, siempre que los límites sean genuinos y se hagan cumplir de forma estricta.
some of the easiest ways to do this is with urgency and scarcity alongside urgency is. So, urgency is time based. The sale ends at the end of May. Got to Scarcity is different. It's how many of this are available. And the thing is nearly all businesses have capacity issues. Either you only have so much stock to sell, you can only take on so many new clients, you only have so many about scarcity. But if you include both, you'll get more people to take action. So, not only does this special offer go away at the end of May, but we only have three slots available for clients or we only have 12…
Escúchalo en el minuto 25:53
Adaptar los titulares publicitarios según el nivel de consciencia del prospecto
Mensaje y copywritingCuando el público es consciente del producto y de la categoría, el titular debe centrarse en diferenciación y prueba social frente a competidores directos; en niveles previos (conscientes del problema o la solución), el mensaje debe conectar con la necesidad y explicar cómo se resuelve antes de intentar diferenciarse.
those solutionaware people, we could sales. So, we're meeting them with a headline. That's where they're at. Our Next level is going to be product aare. or sales, but they're also product aware in terms of I know I can hire an agency what we need to do with our headlines is convince those people to work with us as So there we're bringing the proof and we're trying to differentiate from the results. At that bottom level, we're differentiating. So, you need to have a They often get stuck right at the bottom less awareness. But actually, if you can meet someone where they're at there and
Escúchalo en el minuto 15:03
Indicar el siguiente paso explícito dentro de los titulares del anuncio
Mensaje y copywritingDecirle con total claridad al usuario qué acción concreta debe realizar a continuación (por ejemplo, 'haz clic para reservar una llamada estratégica gratuita') en los propios titulares de los anuncios aumenta la probabilidad de que tome acción.
that info. Number eight is to tell people what to do and be very clear about it. Not enough Google advertisers do this. This is a mistake that people right. If you tell people exactly what you want to do, what the next steps are, they are more likely to do it. It might why take that risk? Why not increase the likelihood that someone's going to take the action that you wanted to do? Right? video, we might have as a headline, click here to book a call or book a free strategy session. Like, these are the next steps that we want you to take. So, Make it clear. Hopefully, that's made it
Escúchalo en el minuto 27:33
Mensaje y copywritingEn lugar de quedarse en las características o en el beneficio funcional inmediato (como generar más leads), se debe profundizar preguntando '¿para qué quiere el cliente ese resultado?' hasta conectar con motivaciones de nivel superior como escala de negocio, reconocimiento o estatus.
number six is to ladder up the benefits going to want to talk about the benefits business. So, our headline copy is going what I like to do is go one step further and ladder up. Why do they want that benefit? Go one stage further. Okay? So, business. It's going to help them grow up. We can have headlines that are scale Well, because of this. Once you do that high enough up, you basically get to status. That's the top of most benefit be seen as successful by other people.
Escúchalo en el minuto 22:56
Asegurar congruencia textual entre la oferta del anuncio y la landing page
ConversiónCualquier oferta especial o gancho mencionado en los titulares del anuncio debe figurar de forma explícita e inmediata en la página de destino para evitar fricción y confirmar al usuario que está en el lugar correcto.
including your headlines. You do need to make sure that there's congruity between your headlines then and the landing page. So, if you're talking about a special offer in your ads, in your headlines, get that on your landing page as well, so people feel like they're in the right place. And I think one of the
Escúchalo en el minuto 18:30
Elevar los beneficios hacia el estatus en los titulares publicitarios
Mensaje y copywritingAplicar la técnica de elevación de beneficios ('laddering') hasta conectar con el estatus social o la validación personal (como despertar admiración/envidia o demostrar a otros que estaban equivocados) produce ganchos publicitarios mucho más persuasivos y contundentes.
headline. Really lad that up to status. friends jealous. Quite punchy, but that's laded up to status. Why do you want to buy this? Cuz it looks good. Why do you care about that? To make your friends jealous. That's lading up um the benefits. If could have laded all the way up. Prove them all wrong as one of your Google Ads life. Also, I want to show such and such who, you know, they don't think I can lose weight, but I can. I'm going to prove more wrong. That's part of it, and that's status related, right? Technique
Escúchalo en el minuto 25:09
Preferir complementos gratuitos antes que descuentos para proteger margen y marca
Oferta y precioUna oferta especial no exige reducir el precio base; añadir regalos, extras o servicios complementarios gratuitos incentiva la conversión sin deteriorar los márgenes de beneficio ni la percepción de marca prémium.
special offers, they think it always has to be a discount. And they're like, "Oh, well that hits my margin. I'm going to make less money. That's going to tarnish absolutely don't have to use discounts for special offers. Many other types of offerbased campaigns is I prefer free to discount. So instead of discounting off the main thing, I'd rather you buy this thing and you get something free with it. And if you think about premium luxury businesses, that's more often how they do things. Rare that they would offer a discount, but they operate that
Escúchalo en el minuto 18:45
Mensaje y copywritingPara destacar frente a la competencia y evitar que copien tus anuncios, incluye en los titulares afirmaciones verificables que solo tu negocio pueda hacer legítimamente, como certificaciones exclusivas, volumen récord de reseñas o elementos únicos de servicio.
second point, which is to include things in your Google ad headlines that are unique to you. So say things only you can say and have be true. So let me give business unique. What can you say that other people can't say and have it be true? Do you have more experience than offer. Proof is a really big part of this. So, how many fivestar reviews do you have? Do you have more fivestar makes you stand out and it's also something that competitors can't really copy or they can't copy without just lying in it. This they can't cuz it's stuff that's only unique to you. Other people
Escúchalo en el minuto 7:18
Filtrar y descalificar prospectos desde el titular del anuncio
Mensaje y copywritingIncluir criterios explícitos de cualificación (como nicho atendido o presupuesto mínimo) en los titulares de anuncios de búsqueda ayuda a descalificar a los no compradores antes del clic; aunque esto puede disminuir el CTR global, aumenta la tasa de conversión en la landing page y optimiza el gasto publicitario.
you do make it clear in your headline copy, and I'll give some examples around how you do this, that we're looking for these people, not these people. Well, going to click. That will in some cases decrease your clickthrough rate. It rate. That's often a really good trade, though, because that reduction in clickthrough rate is going to effectively filter out people that you're not going to end up working with anyway, who aren't going to buy from you. And therefore, the people that do click through are far more likely to convert once they click and start going but do so in a way by saying we…
Escúchalo en el minuto 10:07
Mensaje y copywritingMejorar los titulares al inicio del embudo publicitario es una de las acciones de mayor apalancamiento: multiplicar el CTR (por ejemplo de un 2% a un 8%) requiere menor fricción y produce el mismo impacto multiplicador en el volumen de clientes que intentar llevar una tasa de cierre comercial de llamadas del 20% al 80%, lo cual resulta poco viable.
improving your headlines has such big leverage because it's right at the start of the salesunnel. So you improve that those, you can take a click-through rate on a Google search ad from really low, 1 or 2% to 4, 5, 6, 7, 8%. You can absolutely take your results and 5x the aren't many stages in your lead generation funnel or your salesunnel where you can do that. Like you are not going to take your conversion rate, let's say from a sales call, so from prospect to actual client on a sales call from 20% to 80%. Just never going to happen. You might be able to take it from 20% to 30%, maybe your…
Escúchalo en el minuto 0:47
Mensaje y copywritingLos usuarios hojean los anuncios con rapidez y baja atención; si un texto exige esfuerzo mental para comprenderse debido al uso de jerga interna, tecnicismos o acrónimos, el prospecto simplemente lo ignorará y no hará clic.
it simple. So, you really want to avoid complex language. People are glancing at your Google ads. They're not paying much attention. They're trying to find what advertising. So, they are not paying close attention. They're not going work out every word. If your ad feels like effort to read and work out, they'll just look at another one and you won't get the click. You won't get the conversion. You won't get what you want. So be really careful with complex words or industry jargon and acronyms is a really big one. Might be obvious to you what they're talking about. Don't make that mistake…
Escúchalo en el minuto 28:35
Variar los ángulos en los titulares para superar la fatiga de la oferta
Mensaje y copywritingCuando una misma audiencia ve repetidamente una campaña publicitaria, cambiar el ángulo del titular (por ejemplo, enfatizar el resultado final obtenido en lugar de solo el ahorro de tiempo) permite superar el filtro de desinterés del usuario y combatir la fatiga de la oferta sin necesidad de modificar el producto subyacente.
improve. Using new and different Google ad headlines can also help overcome offer fatigue. It's thought of as less you're advertising to the same people again and again, particularly occurs with local businesses. And people do get fatigued, not just with specific ads, but with the offer in general. And a different headline adds a different rapper, adds a different angle, so that you overcome that fatigue issue. You get past the what I call the I've seen this before filter, as people do, right? I've thing saves people time but also leads to a better outcome as well, you could have different…
Escúchalo en el minuto 3:00
Usar la IA como asistente de copy manteniendo el criterio humano como filtro de calidad
Mensaje y copywritingAl redactar copys para anuncios de búsqueda, conviene evitar tanto el rechazo total de la inteligencia artificial como la delegación ciega de textos. La postura más efectiva consiste en utilizar herramientas de IA para idear y abrir opciones, aplicando siempre un filtro y criterio humano antes de publicarlas.
specific techniques. Number one is to use AI to help you write your headlines, but to do so in a clever way. I find that nowadays Google advertisers fall into one of two extremes. They either use AI to write basically all their ad copy. So, they're asking Chat GP to write their Google ad headlines or using process. And they don't really give it any thought. They're like, "Great, got those options. Pop them in, never think about it." Or they're right at the other end and they're like, "No, I'm not going to do that. I'm going to write them all I think the sensible option is the middle ground…
Escúchalo en el minuto 4:03
Iterar y personalizar las sugerencias de copy generadas por IA
Mensaje y copywritingAl redactar titulares publicitarios con IA, se debe iterar mediante diálogo continuo ajustando ángulo, tono y posicionamiento en lugar de aceptar la primera sugerencia, evitando anuncios genéricos e idénticos a los de la competencia.
your business. So, please do use AI, but don't get lazy when it comes to your headline writing. So, have a look using an external thing like chat you're going back and forth do the back and forth. So ask it to create some Google could you write more like that or I kind of angle or could you rewrite those a play and try and tailor it for your everyone is using AI to write their headlines and they're all using the same prompts, they're all going in and say, they're all going to look the same. You results normally come from some form of differentiation, some way of making you
Escúchalo en el minuto 5:00
Adaptación de titulares de búsqueda según el nivel de consciencia del usuario
Mensaje y copywritingAl redactar anuncios en buscadores se debe segmentar el mensaje según el nivel de consciencia: para usuarios conscientes del problema el titular debe apelar directamente al dolor específico, mientras que para usuarios conscientes de la solución el titular debe presentar el mecanismo o servicio concreto que resuelve dicha necesidad.
four, test headlines that speak to people at different stages of awareness. marketing context, right? So, you have people who are unaware, then you have people who are problem aware, then you have solution aware, product aware, and really apply to Google Ads headlines because no one's searching for anything relevant if they're unaware even of the is problem aware. So if we carry on understand. An example of a headline that we might put in front of someone who is problem aware, their problem being, I'm not generating enough leads or sales for my business would be struggling to generate leads…
Escúchalo en el minuto 13:02
Calificar y descalificar al público objetivo desde el titular del anuncio
Mensaje y copywritingHacer explícito en los titulares de los anuncios a quién va dirigida la propuesta y a quién no ayuda a filtrar el tráfico, evitando clics no cualificados y atrayendo al perfil adecuado.
number three, make it clear who you are looking for and who you are not looking for, which might be more important in your Google ad headlines. So, this can
Escúchalo en el minuto 9:49
Ofertas con extras complementarios en negocios de servicios para preservar posicionamiento premium
Oferta y precioPara diferenciarse de la competencia sin recurrir al descuento de precio que degrada el posicionamiento premium, es conveniente empaquetar extras complementarios en la oferta, especialmente en negocios de servicios y locales donde las promociones no son la norma.
can have deals with complimentary extras and I think that helps you keep the premium nature of your brand and emphasize that and hold that. And if always think you have to run with a But there are alternatives. But a special off is just such an easy way to stand out from from vanilla ads that it's even more impactful in industries where people don't typically run special of service based businesses, other type local businesses, it's not really done very much. You can do it there and really stand out from your competition,
Escúchalo en el minuto 20:04
Subregistro de conversiones en plataformas de anuncios frente a software de atribución
Medición y experimentosLas plataformas publicitarias pueden reportar hasta un 50% menos de conversiones que las herramientas de atribución dedicadas (en el caso mostrado: 3 conversiones en Google Ads frente a 6 leads reales a un CPL de £15 con 75 clics y 30% CTR), lo que puede inducir a apagar erróneamente campañas rentables.
you can see Hyros has registered, six leads generated, a cost per leader just over £15, 75 clicks. It's just a branded search campaign, hence why the CTR is is data matches up, right? We've got 75 clicks, 30% CTR just like before. But if has only registered three conversions as opposed to the six. So, it's registered half the number of conversions. And I that the six from Hyros is the accurate Google Ads data and come to the wrong conclusion, think this isn't profitable, turn stuff off when we shouldn't, but we
Escúchalo en el minuto 21:54
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