{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Surfside PPC Podcast","title":"Google Ads Responsive Search Ads: Best Practices - Surfside PPC Podcast Episode 28","html":"","width":"100%","height":180,"duration":912,"description":"Responsive search ads are the only search ad type you can build in Google Ads now, so getting them right matters more than ever. In episode 28 I walk through a real responsive search ad inside a campaign I just turned on for my own business, a medical PPC campaign at $25 a day. You get my best practices for headlines, pinning, the insertion tools, description lines, and assets.\n\nYour headlines are the most important part of the ad. You get 15, and you can run three responsive search ads per ad group, so that is 45 total headlines Google can test in one ad group. Google mixes your headlines, descriptions, and assets over time to find the combinations that drive leads.\n\nYou can pin headlines to position one, two, or three, and position one is the most important spot. Pinning is a preference, not a rule, and sometimes I run two ads in one ad group, pin one and leave the other unpinned to see which performs better. I write six or seven headlines per ad built to be that first headline, and I put calls to action in position two. The first headline should match the service somebody typed in. If I am targeting HVAC advertising agency, I want a headline that says HVAC advertising agency, not best advertising agency.\n\nBefore any of that, get your final URL right. Mine points to my Google Ads for dentists page, with keywords like dentist advertising agency and dentist PPC agency. Sending people to a page that does not match what you target is the fastest way to waste budget.\n\nI also cover the insertion tools. Keyword insertion pulls the closest matching keyword from your ad group into the headline, with default text as your backup. Use title case. Location insertion drops the searcher's city into the ad, with a backdrop city for when Google is not sure, and countdown insertion counts down to when an offer ends.\n\nFor description lines I like quick hitting copy over full sentences. Dentist Google Ads, contact us, five star rated, 10 plus years in business. Nobody is reading a...","thumbnail_url":"https://img.transistorcdn.com/ch9wP1_FaBYT3PWt5oqHZzyILXU0mypaF_bUOeWIGg0/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jMmM5/MjUwNWIwYjllZGU0/ZTM2OTJiNDcwNDdk/NTc5Ny5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}