RSA Ads

[notevenwordshere]

Pinning headlines for RSAs reduces ad strength. If you’re going to do so, I suggest creating alternate RSAs with nothing pinned and seeing which ads perform better.

As far as other best practices, Google will urge you to include KWs in your headlines and to use the full allotment of 15 headlines and 4 descriptions. You can click to edit RSAs in Google Ads directly and see what suggestions Google has. I would also suggest reviewing your best-performing KWs and seeing how they can be incorporated into the ad copy.

[PuzzleheadedAd7096]

I am a digital marketing Google ads, and Facebook ads expert, so please give me a job

[Alive-Cold-9458]

You can test pinned vs unpinned against each other. I’ve found unpinned to work better in most cases but it can be different for every account so it’s worth testing still.

I try to include a few headlines of each of the following themes:
– Descriptive (product/service or brand name, features/specs, etc),
– Value prop (satisfaction guarantee, etc)
– Promotional (subscribe & save, free shipping, % off, etc)
– Call to Action (shop now, order today, contact us, book today, etc)
– Urgency / Scarcity (dynamic countdown to sale ending, limited inventory, etc)

Play with dynamic insertions when you can – keyword, location, and/or countdown. All can make your ad more relevant to the user

[easybreezy321]

Google prefers unpinned, but if you do have to pin they recommend having ~3 options for each pinned spot.

[descartes1307]

I think it all depends on what you need and what the actual headlines on your ad are.

Pinning lowers your ad strength, and I’ve noticed that Google definitely serves ads with excellent ad strength more often. Now, the trade off is that if you run an unpinned ad you should make sure that the headlines are unique enough that most look okay together and in any order, and to check on the combinations that are getting shown.

It’s happened to me in the past that I fill all 15 headline spots with a few keywords, a few benefits, and a few ctas and Google only shows the keyword headlines with each other making the ads look weird – think seeing an ad with two headlines saying “Used Cars | Used Cars Near You”. That kind of thing.

Lately, I just pin keyword related headlines to the first position and leave the rest unpinned. I’ve found it to be a good compromise.

[Aeneidian]

At least 1 RSA per ad group. Base your ad groups on overlapping themes from your keyword research. Best to not pin headlines unless you’re optimizing further down the line.

[YRVDynamics]

I think pinning is fine. Don’t be so set on the “average” “good” “poor” ranking. Let your performance signals see how you perform. That’s not really a good estimate on how headlines/descriptions will perform.

[nadacapulet]

This largely depends on what structure is best for the specific ad. Some of the ads I run are event specific so it helps to have the primary event name pinned first, anything after that is supplemental to the event name and / or date. I’ve noticed Ad Strength doesn’t really affect the quality of my ads but more so the ad group structure and keywords, keyword types. However, the best way to know for your ads is to A/B test them.

[potatodrinker]

I ran a test pinned vs unpinned for a major trades company I work at. Short story is that Ad Strength is a bullshit metric that doesn’t do anything. Pin headlines and descriptions so your ad makes more sense from the various parts working better together.

After running it 2 months on even ad rotation, CPC was same, all other metrics better on the pinned ad despite “weak” ad strength. My Google reps (we have 3, spend about $30k AUD per day) just shrugged, she didn’t have a scripted response for this reality that differed to what she was told to say.

For descriptions, Ive found pinning 3 to #1 so you can test 3 different ad claims. Save the 4th line to be dedicated to a clear call to action. Eg register online for a callback.

Only need one RSA in an adgroup unless there’s huge impressions and clicks and you have enough ad copy ideas for write a 2nd RSA