Of the different parts of an advertisement, the ad title is the first thing that prospective visitors see when the link comes up in a search engine query, whether it is a web page that has paid for paid inclusion, or appears in regular search engine results. Ad titles are sometimes referred to as ad headlines, and are a very important part of successful advertisements. The ad title is the set of words specified as the first line of text in an advertisement, displayed in a clickable search or context served advertisement. Ad titles serve as ad headlines, and are what visitors searching for particular keywords see first when search engine results pages load for them. Frequently, the ad title has the keyword or a keyword phrase in a part of it, and is the exact title of the web page as well.

Ad titles frequently appear when they are a part of paid inclusion advertisements. The keyword that was searched for generally brings up advertisements that have to do with the topic directly, and offer links to be clicked. Crafting an ad title that has the keywords which are most popular for a website is an excellent way to get a higher click through rate and visitors that have the potential to become conversions. The ad title should also be crafted dynamically, so that it not only mentions the keywords for the particular website topic, but also catches the attention of the visitor, to entice that visitor to click on the particular ad.