“The headline determines 90% of the success of an ad” -- David OgilvyIntroduction
A great headline can outperform a just okay one by up to 18 times (although 2x to 3x is more typical). We’ve seen this over and over again in our A/B testing for clients. Headline writing is the most important landing page optimization skill.
The goal of this document is to help you recognize great headlines by showing you sets of headlines that advertised the very same product (one of the headlines did well--as measured by financial results* (download the infographic)--and the others did so-so or poorly).
This should help you write better headlines and make your own ads more effective. As a result, you’ll get more sales and/or reduce your user/customer acquisition costs. The 33 headlines were scoured from display campaigns in the spring of 2017 on the web
by using an ad intelligence tool known as AdBeat
* We used AdBeat to assign a score to the banner ads based on their frequency and longevity. The ones labelled green had the highest spend and performed best while the ones with red had the least spend (and did worst)
. Those with yellow were in the middle of the pack.
Advertisers usually test different ads and then let the top performing ones run the longest. No one runs ineffective ads for a long time!Download Infographic