Yes, headlines matter. People are attracted to and will read a horrible story if it has a great headline. The same is true for online marketing and Pay Per Click or PPC ads.
The headlines matter. The reason to test ads on a regular basis and measure the outcome is to see what kind of headlines bring people to your business. A great headline will get their interest, not just their attention.
While I don't like being held hostage by PPC ads, they are the best and most cost effective headline testing tool ever invented. For under $100, you can find out if an ad works. If you were to print $100 in postcards and mail them out, you would never know.
For our clients we use rotating ad campaigns and use the Jack Welch method. The bottom performers are cut each month and new ads generated. We are always measuring and testing.
Facebook, Google, Yahoo, Bing and Linked In all have simple interfaces where you can see how often an add is shown and how often it is clicked and then how long the person stays on the site.
We like to see numbers above .5% Meaning for every 1000 views, 5 clicks happen. Our best campaign to date topped 4% for over six months and had a 24% call rate. At the same time it didn't yield enough high revenue customers for our client so we dropped the ad.
Advertising is about customer interest, increasing gross revenue, increasing profits and ideally increasing the profit ratio. What good is it to work twice as hard to make half as much per customer?
Great headlines peak the interest - Good landing pages get the calls or buys - Good followup increases the profit. If you measure two out of the three you might be wasting your time.
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