The first line of your ad can either make or break your AdWords campaign. This is your two seconds of fame and it needs to grab the reader's attention -- or they will just move on to the next pay-per-click ad. Your headline is more than putting up title, it takes some creative thinking to come up with compelling content for such a little space. If you're wondering why you ads aren't getting any traffic, your headline might be killing your AdWords campaign. Hence, you might want to take another look at it. There are certain words that grab a reader, while other words turn readers off. You don't have to be a master copywriter to create a compelling title, but you do have to know how to create a killer headline. Pay-Per-Click AdWords Headline Do's and Don'ts Don't use words like "entice" and "persuade." These are big no-no's because these types of words give an indication of trickery. You want your reader to trust what you're saying and not automatically get the feeling that a scam is in the works. "Entice Others to Get Them to Do What You Want," is an example of the type of headlines you want to stay away from. Do use words that will get their brain going. A better choice of words would be "secrets" or "learn." These words are saying you might have something that they can benefit from. An example of this would be "Secrets of Looking Younger," or "Learn How To Profit From AdWords." You want to give your reader just enough information to make them want more so that they will click on your ad. Don't try to trick your reader into clicking. You never want to be dishonest. Telling someone they can lose 50 pounds overnight is impossible and it may result in curiosity clicks. This costs you money, so be honest and upfront. Do consider using your domain name. Using your domain name can work in your favor, if it is relevant to your product. For instance, if you are promoting free resource guides and this is also your domain name, it can certainly be used for your headline. It's simple, clear and concise. There is a phrase in the internet marketing world that many online marketers live by, ie, content is king. This also applies to your headline. Creating a compelling title can make or break your campaign and if you are getting little to no traffic, your headline may be the problem. If you can't figure out where you went wrong, seek the assistance of someone with experience in operating successful pay-per-click AdWords campaigns. Because you are close to the your online marketing efforts, it might be difficult for you to see where the problem lies, but it may be crystal clear to someone from the outside looking in.