You're managing your first app campaign and understand that text is an important input, but you're not sure what to write for the headlines and descriptions. Which describes the guidance for writing effective headlines and descriptions for app campaigns?

Analysis of Correct Answer(s)

The correct guidance follows a best practice for structuring ad copy to maximize impact. This approach creates a clear and logical flow for the user.

• Headlines are the most prominent text and have limited character space. Their primary job is to capture attention by showcasing the app's most compelling value proposition or key features. This immediately answers the user's question, "What does this app do for me?" Examples include "Edit photos in seconds" or "Track all your workouts."

• Descriptions provide more space to build on the interest generated by the headline. This is the ideal place to educate users on how the app works, inform them of additional benefits, or provide more context. This supports the headline and encourages the user to install.

Analysis of Incorrect Options

• Headlines stating only the app's name: This is a wasted opportunity. The headline is prime real estate to communicate value, not just repeat the brand name which is often already visible.
• Headlines with a call-to-action (CTA): App campaigns already include a prominent CTA button (e.g., "Install"). Using the headline for the CTA is redundant and less effective than highlighting a unique feature.
• Headlines to grab attention, descriptions for features: This is less specific and reverses the optimal roles. While headlines must grab attention, they do so by highlighting features. Placing all features in the longer description text buries the most important selling points.