Headlines Guide

A properly written title can be a powerful tool. Do not underestimate the potency of words - it’s immeasurable. Although images attract user’s attention first, a good title boosts your conversion rate.


Do you need intrigue, mystery or urgency in your ads? Do not hesitate to contact the MGID team. Our best copywriters will help to create effective titles for any product, content or service you offer.


General requirements


  • Title can contain up to 65 characters


  • Make sure proper verb tenses are used;
  • Abide by parts of speech agreement;
  • Apply the correct spacing - no omitted or exceeding spacing between words and/or punctuation is allowed


  • In titles for ads in English, each word should be capitalized
  • In headlines for ads in other languages, only the first word has to be capitalized. The other words should be capitalized according to specific language’s grammar rules


  • Headline should contain no period at the end
  • Avoid ellipsis (...), excessive punctuation (e.g. !!!, “”) and other unnecessary symbols (@, -->, <>,**)


Tips to follow for creating a worthy headline

  • Cover the unique benefits of your offer ( e.g. “Free Gift Included,” “More than 10K Sold,”);
  • Don’t hesitate to use bright adjectives, epithets, metaphors, power words, figures of speech, homonyms, and idioms;
  • Practice excellent grammar and spelling;
  • Write in the appropriate language for the territory that is targeted in the campaign;
  • Try to use questions in the title. Readers respond well to How? Why? What? When?;
  • Use social trends as inspiration;
  • Use city/region/country macros;
  • Use figures (digits) for all numerals;
  • Write concisely; less is more (65 characters or under);
  • Write lively, relevant material;
  • Accurately reflect the subject of the landing page in your headline;
  • Write with a sense of urgency (e.g. “Only 2 Left”, “App Shows Who Your BF Is Cheating On You With”);

Forbidden headline practices

  • Mention contact information (such as addresses, e-mail, phone numbers, etc.) in titles;
  • Usage of website URLs as the headline;
  • Usage of macros for ads for languages other than English;
  • Uppercase for exaggeration;
  • Misleading, false, over-exaggerated statements;
  • Obscene, defamatory, offensive words in any language;
  • Poor grammar, redundant wording, excessive punctuation;


All headlines must comply with the following policies:

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