Brian's in the process of adding text assets to his first ad group in a Google App campaign. What should Brian include in the Headline field of his text assets?

In Google App campaigns, headlines are crucial for attracting user attention and conveying immediate value. Including key features of the app directly showcases its benefits and what makes it unique, enticing users to learn more or install. The app's title is often already visible in the ad or app store listing, making it redundant as a primary headline. Contact details are inappropriate for ad headlines, as they belong in dedicated contact sections or landing pages. While the brand name is important, it's typically displayed elsewhere in the ad or is less compelling than highlighting specific features that address user needs.