Mastering Responsive Search Ads (RSA) means finding the perfect balance between Google's AI automation and your messaging control. While RSA can test various combinations of headlines and descriptions automatically, sometimes you need specific messages to appear consistently in your ads. Whether it's your brand name, a special offer, or key product features, we'll show you how to pin these essential messages in your Google Ads while maintaining optimal performance. Let's explore how to pin headlines and description lines in place for Responsive Search Ads in Google Ads!
Navigate to the RSA you would like to modify
Hover your mouse on top of your headline or description line
Click on the Pin symbol
Pin your headline or description in the position you want
📝 Note: Keep in mind that by pinning any headline or description, Google will downgrade your ad strength to 'Average'. This doesn't mean that your ad will not perform as well and won't necessarily affect your click-through rate or conversion rate. However, you do have to be aware that it will affect your ad strength score so use it sparingly and when necessary.
Frequently Asked Questions on How to Pin Responsive Search Ads (RSA) Headlines & Description Lines in Place
Why would I want to pin headlines or descriptions in Responsive Search Ads?
Common reasons include:
Ensuring specific promotional messaging appears consistently
Maintaining brand compliance requirements
Including mandatory legal disclaimers
Keeping key value propositions visible
Testing specific message positions
Are there any drawbacks to pinning headlines and descriptions in Responsive Search Ads?
Yes, pinning reduces the ad's ability to optimize performance by limiting possible combinations. Google recommends minimal pinning to maintain flexibility in testing different variations. Excessive pinning can lower your ad strength score.
Can I pin multiple headlines to the same position in Responsive Search Ads?
Yes, you can pin multiple headlines to the same position. Google will rotate between them in that position.
What happens to unpinned headlines in Responsive Search Ads?
Unpinned headlines remain flexible and Google's system will test them in different positions to optimize performance based on user behavior and context.
Will pinning affect my ad's performance?
It might - pinning reduces the number of possible combinations Google can test. However, strategic pinning of key messages can sometimes improve performance if done carefully and with purpose.
Can I unpin a headline later?
Yes, you can remove pins at any time
Do I need to pin headlines in all my RSAs?
No, pinning is optional. Many advertisers run RSAs without any pinned content to maximize optimization potential.
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