Headings – The headings visible on our ads give us a valuable opportunity to convey a short sharp message. We have 40 characters available to us in the headline field to comply with metas’ best practices. Any more characters than this, and we risk our message being lost in the dreaded ellipses. Half-formed messages are unlikely to encourage conversion. The headline can add context or drive home the purpose of your ad. As in the previously used example, the Heading should be sailing soon, followed by the CTA button shop now placed right next to it. The headline is in “bold” and provides a good opportunity to catch somebody’s eye.