Start pinning...not where you think.
One of my most coveted Google Ads strategies.
I’m keeping this week’s edition simple.
One of my top tips for managing your own Google Ads
Whether you’re a small business or agency, or work in the corporate world of ad management, these are some simple things I do regularly for my search campaigns.
Duplicate Your Ads & Pin All Your Headlines
When you have a campaign that is a cornerstone of your marketing strategy, you should regularly test new ad headlines.
I like to take my best-performing Responsive Search Ads and duplicate them and test headline positions.
Duplicate your ad
Pin 3-4 headlines at #1 position
Pin 3-4 headlines at #2 position
Pin 3-4 headlines at #3 position
Every headline should be pinned to a position
But Virginia, Google said that’s not the way to do it!
Right. That’s because Google wants to control every aspect of your campaign - don’t you see recommendations like the one below all the time?
Remember, it’s your money, not Google’s
Google recommends the exact strategies to all accounts to match their standards on how their product should be used.
While some of the recommendations are good general practices, Google doesn’t know your business as well as you do.
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Ok, but how do I choose where to pin the headlines?
This is the fun part.
Your creativity as a marketer comes into play.
I use a standard template for this, and I keep it on my desktop for regular reference.
Headline for Ad Group - This should be the main focus of your campaign/ad group. i.e. Washington County Plumber
CTA - What are you prompting your prospect to do? i.e. Call Today To Fix The Leak
Unique Selling Proposition - What sets you apart from the next company? i.e. 24/7 Services Available
Keep in mind sometimes; Google does not show the #3 position in search ads.
Final Ad Headline:
Washington County Plumber | Call Today To Fix The Leak | 24/7 Services Available
This strategy has helped my ads deliver a clear message to my potential customers while aligning with my business goals.
When I test this pinned headline ad, I will label it to compare it to the original that Google changed on its own.
This is essential for measuring how the new ads perform over time.
In general, I will test new ads for 30 days.
You may want to wait longer or shorter, depending on budget and ad impression volume.
I have found that these new pinned ads work about 50% of the time to outperform the previous better-performing ads.
I hope you have a chance to try this strategy out and let me know how it goes.
I want to hear from you.
I’ve got questions, and you may have the answers.
Do you currently pin any headlines in your ads?
What recommendations have you “applied” from Google?
Let me know what you think, and leave a comment! 👇