Academy / The offer and the page that finishes the search
The page and the ad that finish the query · 26 min
The ad finishes the query in 30 characters
In this lesson
- Write five headlines that a Search query would recognize
The query is the first headline
Query: used CR-V Frederick. Useful: Used CR-Vs in Frederick; 48-Hour Test Drive; Same-Day Credit Decision; Book Saturday 9–5; See This Week’s CUVs. Useless: We Love Our Customers; Best Deals Around; pin every line in your favorite order. You are not building a full RSA workshop here — you are proving the offer survives the character limit. Count characters. If the offer does not fit, the offer is too fluffy, not the platform.
Count before you fall in love
Open a 30-character ruler. “48-Hour Test Drive” is 19. “Same-Day Credit Decision” is 24. “Used CR-Vs in Frederick” is 23. “Family-Owned Excellence” is 23 and still useless because it does not finish the query. “Best Deals Around” is 17 and still a slogan. Write the five, count them, and put the count in the cell. If you have to drop Frederick to fit a joke, drop the joke. Search buyers already typed the town. The ad that repeats the town and the verb is the one that earns the click you can defend to Dana.
If a headline could sit on any dealer in America, it is not finishing this query.
Exercise
Five headlines + counts
Write five ≤30-character headlines for “used CR-V Frederick” and mark two useless lines you refused.
Deliverable: 5 headlines with counts + 2 refuses.
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