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Why Your Headline Doesn’t Work

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This article was written by Ted Dhanik

When you’re working on a display advertising campaign, it can be hard to pinpoint what is working and what is not. One of the first places you should check is the copy on your banner, specifically the headline or the call to action. These key focal points are important for converting a user from a visitor to a buyer. Here are some reasons why your copy might be missing the point.

Lack of Keyword

If you’re not using the terms that you’re bidding on, you risk a disconnect between the user and your ad. A disconnect occurs when the user expects to see something that you don’t deliver. The simple fix is to run an A/B test against your current top performer, then try to add more specific keywords to your ad. Make sure those keywords correspond to your ad group, or you may not see any improvement.

Lack of Value

Banner advertising should tap into whatever the user is looking for, which is why it’s important to identify interest and demographics before ever running the campaign. Be sure that the copy in your ad supports the value with clear and succinct benefits the customer can potentially gain by using your product.

Lack of Interest

Your headline might be chock full of benefits, but they might not be interesting to your audience. This is usually an issue of targeting, but it can be a copywriting issue as well. Avoid flowery sales language, but use direct language-that means toss out passive speak, and be sure your call to action is relevant. Don’t ask someone to click something if your intention is for them to order or find more information. Use specific words that identify exactly what you want to visitor to do if you want to see the greatest chances for success.

Bio: Ted Dhanik is a sales and marketing professional specializing in digital advertising. Ted Dhanik is also the co-founder of engage:BDR. You can learn more about display advertising networks when you visit Ted Dhanik online.

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