When you're writing an ad, the headline is the most important component. This is true no matter what type of ad you're running, online or off, but it's especially crucial for online advertising for two reasons. First, with online advertising, you're typically contending with limited space or character restrictions. This holds true whether you're using banner ads, Google Adwords, Facebook ads, or whatever. Second, when people view your online ad, they're probably in a hurry (in fact they're most likely viewing your on their mobile device, which means they're on the go), so you only have a FRACTION of a second to capture their attention with a powerful headline. Get this. If your headline doesn't catch your prospect's attention immediately, they won't read the rest of your ad. Typically, 80% of people will read an ad's headline, but only 2% will read the rest. That's why your headline is so important -- if it doesn't strike l