Six Tricks for Writing Effective SEM Ad Titles: Attracting Users Can Be This Simple
SEM promotion is gaining increasing importance for businesses. How can we present the most essential information within limited space to achieve better promotional results? There’s certainly a lot of knowledge involved in this process. Many merchants often try to include their brightest selling points or hottest discounts in the SEM ad space, cramming everything into the limited space available. But does this really work?
Additionally, from the perspective of internet users, what are they thinking when reading SEM ads? What key factors drive them to click and choose? What content can capture their attention?
UE, while studying consumer behavior decisions, found some interesting points that we’d like to share with everyone. We hope this will help deepen your understanding of SEM advertising and even assist those merchants who need promotions. This article explores methods for writing effective SEM ad titles from the "internet user" perspective.
Why Study SEM Ad Titles?
**Skill 1:** Title length should be controlled between 20-30 characters to balance readability and optimal promotional results.
When titles are too long, readability decreases, making it hard for users to quickly grasp the main idea, with no clear focus. When titles are too short, the amount of information conveyed is limited, reducing the ability to prompt clicking actions. Therefore, titles should ideally be kept between 20-30 characters to balance user experience and promotional effectiveness — a win-win situation.
**Skill 2:** Title content should include "key descriptions" to provide users with richer information.
Besides writing the "company name," other important information should also be included in the title. If only the company name is written, the amount of useful information received by users is minimal, especially when the website's fame isn't high enough, naturally leading to low click-through rates and poor promotional results. For example, "Learn English with ****, N-year brand history, proven teaching success" is more effective than just "Learn English with ****" (Note: specific company names are omitted for confidentiality reasons).
**Skill 3:** Proper segmentation of longer titles helps capture users' attention quickly.
Multiple studies have shown that long texts are not conducive to user reading and comprehension, decreasing readability. The essence of SEM ads lies in capturing users' attention within a few seconds of scanning, highlighting advantageous information to prompt clicks. Therefore, for titles over 19 characters, segmenting them 3-4 times (using punctuation marks such as commas, spaces, dashes, etc.) increases click-through rates and improves results. For instance, "**Official Store 2nd Anniversary Super Sale, Free Shipping, 20% Off" is easier to read compared to a single, unbroken string.
**Skill 4:** Place the subject first, followed by descriptive modifiers for clearer emphasis.
Creative titles should start with the subject, separated by symbols, followed by descriptive content, ensuring the focus stands out. The subject part should be kept within 10 Chinese characters, making it easy to identify, such as "**Website Famous Fashion Discount Site, Full-site 20% Off." In contrast, if the description comes first, the theme becomes less prominent, e.g., "Flaws Disappear, Radiance Appears: **Radiance Series."
**Skill 5:** E-commerce titles containing "discounts" and "quality" attract more attention.
Research shows that when searching for e-commerce-related information, users pay particular attention to product quality, credibility, price, and reviews. Therefore, SEM creative titles should cater to these characteristics, including words related to "discounts," "prices," and "quality" to enhance promotional effects.
**Skill 6:** Avoid exaggeration; emphasize safety to make users feel secure.
Titles shouldn’t be overly exaggerated, vague, or lacking in specifics, as this leads to lower click-through rates and affects conversion results. Studies show that in low-click-rate creatives, the usage rate of "exaggerated terms" is high; in high-click-rate creatives, the usage rate of "exaggerated terms" is low ("exaggerated terms" such as "best efficacy," "scientifically proven best," "instant functionality," etc.).
Related Articles:
- Red Bull Drinks Still Available in Nantong Supermarkets
- Da Vinci Pays Million-yuan Fine, Does Not Respond to Investigation Results