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Google PPC Ads showing 2 headlines, 2 Descriptions at once?
Hi All,
I own a local service business. Fairly new, have been active since June. I hired a marketing agency to handle PPC ads, and results have been mixed.
One thing that stood out is yesterday I finally saw my ad show up in a google search. But it was showing 2 Headlines and 2 descriptions: Headline + Description, Headline + Description.
I asked my account manager what was going on and they couldn’t tell me. Is there a way to disable this and just show 1 headline and description?
We also had to pause the campaign due to personal illness for about ~2 weeks early August, before starting up again. 2 weeks ago. It was very slow to start but beginning to ramp up, is this normal?
Thank you for any insight, finding this sub has been extremely helpful.
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1 Reply
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Typically a good thing to have more headlines/descriptions than less. Gets you more ‘real estate’ on the SERP, especially on mobile devices. I’m assuming your agency is using responsive search ads. They will want to be sure each of the headlines and descriptions “make sense” with eachother.
You can also pin headlines and descriptions to force Google’s hand to a degree, although that isn’t recommended.
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This all sounds pretty standard. It’s better to have multiple headlines and descriptions. You just need to write then so they work together as responsive search ads will serve up what it thinks will appeal to the searchers intent.
Search ads will serve up between 1-3 headlines at one time and 1-2 descriptions.
As for pausing and restarting, things will tend to be slow at first because you would be reentering a learning phase.
You’ll want a review of your keywords, landing page, and headlines/descriptions to make sure they are related and optimized.
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The current flavor of search ads uses RSA (responsive search ads). Up to 15 headlines and 4 descriptions get mix and matched by the AI that then shows your ad, usually but not always, with 2 headlines and 2 descriptions, along with various “assets”.
You could use “pinning” and short h1 2 3 fields to achieve something like what you’re asking for, but following your order would be harmful to campaign performance in most cases.
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