The Ad headline is customized, but it fails to offer a compelling reason or highlight a specific benefit for subscribing. Here's an example from The New Yorker to help illustrate what we mean here: In other words, a lack of headline contributes to an overall lack of clarity (which we'll discuss next). Situated just below your featured image, the headline can often be the last thing Facebook users read in order to understand exactly what you’re offering. If you want to make your Ad more personal and engaging, customize the headline. The Basis of a Clickable Facebook Ad Headline: 3 Principles to Follow Don't miss this live virtual event with Facebook and HubSpot on how to grow your business faster than ever with Facebook 1) Customized (For more on the science of successful Facebook Ads, check out this free guide.) To help you put together a Facebook Ad headline that accomplishes all of the above, we compiled some criteria and tips to guide your efforts. That said, you want it to be memorable, eye-catching, and above all, clear. After all, it sets the tone and expectation for everything to come. If you look at AdEspresso’s anatomy of a Facebook Ad diagram, the headline may seem like a tiny piece of the puzzle, but that couldn’t be further from the truth: A users' decision to take action on your Facebook Ad will undoubtedly be influenced by the strength of your headline. To do that, you'll need to pay close attention to the details. And while Facebook's targeting options make it easier for you to get your ads in front of the people you really care about, it's ultimately up to you to do the convincing.
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