Surfside PPC Podcast

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.

Your 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.

You 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.

Before 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.

I 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.

For 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 long description, so answer their questions fast.

On ad strength, good is fine and excellent is the target, but Google does not use it in the auction. Pinning can hold you at good, which is a fine trade.

Then fill out your assets. Images, business name, logo, sitelinks pointed at pages built to convert, callouts, structured snippets, and a call asset, which replaced call only ads.

If you want help writing responsive search ads or setting up campaigns that convert, reach out to Surfside PPC.

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WHAT WE GO OVER IN THIS EPISODE:

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- Why responsive search ads are the only search ad type left

- Why your 15 headlines matter more than anything else

- Pinning headlines to position one, two, and three

- Headline one matches the search, headline two is the CTA

- Keyword insertion, title case, and default text

- Location insertion and your backdrop city

- Images, sitelinks, callouts, and structured snippets

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RELEVANT URLS

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▸ Responsive Search Ads: Specs and Best Practices → https://surfsideppc.com/blogs/google-ads/responsive-search-ads

▸ How to Run Google Ads for a Dental Practice → https://surfsideppc.com/blogs/google-ads/google-ads-for-dentists

▸ 5 Ad Copy Metrics That Drive ROI → https://surfsideppc.com/blogs/google-ads/ad-copy-performance-metrics

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TIMESTAMPS

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0:00 Responsive Search Ads, Episode 28

0:31 Running a $25 a Day Medical PPC Campaign

0:56 Why Responsive Search Ads Are Your Only Option

1:35 Ask Advisor and AI Generated Ad Copy

2:05 Ad Strength: Good vs Excellent

2:42 Your Final URL and Matching Landing Page

4:06 Your 15 Headlines and Pinning Positions

5:54 Headline 1 Matches the Search, Headline 2 Is the CTA

7:02 Keyword Insertion and Default Text

7:57 Location Insertion and Your Backdrop City

9:05 Countdown Insertion and 45 Total Headlines

10:13 Writing Quick Hitting Description Lines

11:20 Images, Sitelinks, and Call Assets

13:11 Callouts and Structured Snippets

14:10 Best Practices Recap

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ABOUT SURFSIDE PPC

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Surfside PPC helps businesses grow with Google Ads, Meta Ads, and SEO. Questions? Leave them in the comments, and leave a review if you are up for it. See you on episode 29.

#ResponsiveSearchAds #GoogleAds #PPC #GoogleAdsTutorial #AdCopy #SearchAds