February 26, 2024 • 18 mins
Ever wrestled with the urge to micromanage every detail, even when you know it's best to step back and trust the process? That's exactly the dilemma we unpack in this conversation about the use of pinning in responsive search ads in Google Ads. In this discussion, we'll explain what pinning is, and we'll examine the allure of control versus how Google's machine learning and AI can fully optimize unpinned ads. If you've ever questioned the balance between firm control and algorithmic autonomy in your ad campaigns, specifically your ad copy and structure, this episode promises to provide clarity.
Join Jason for a journey into the heart of Google Ads' responsive search ads, where he'll explore the delicate dance between advertiser controlled headline and description placement versus the unpinned machine-tailored configurations (aka responsiveness). We'll cover the one time where it can make sense to use pinning and why most of the time it's so critical to let go, allowing machine learning to conjure up the most compelling ad combinations for the search user.
This deep dive isn't just about pinning—it's about understanding how to maximize the powerful tools at your disposal in Google Ads for the most effective ad performance. Stay tuned, and by the end of this episode, you'll understand how a PPC expert makes informed decisions about pinning and you'll be that much closer to wielding the full potential of responsive search ads to captivate and convert your audience.
To Pin, Or Not To Pin? - https://rothmanppc.substack.com/p/to-pin-or-not-to-pin
Follow Jason - https://twitter.com/rothmanppc
Contact Jason - https://rothmanppc.com/contact/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jason Rothman (00:00):
Hey everyone, welcome back to the Rothman PPC
podcast.
Thanks for being here.
I'm recording this in lateFebruary 2024.
On today's episode we're goingto talk about pinning pinning
inside of responsive search ads.
I was talking with anadvertiser this week probably a
(00:22):
guy like a lot of you smallbusiness owner wanted to improve
his ad copy and we got to thetopic of pinning and we got into
an interesting conversationwhere the advertiser was very
much wanting to pin his ads.
They're his ads, he can pin.
But he was asking my opinionand I was telling him I don't
(00:48):
think it's a good idea.
It's not a good idea.
And we got to talking about itand we got to talking about why
and I think he agreed with myreasoning.
I really don't see how youcan't, to be honest, because
it's very, very cutting drything to me and we'll lay that
(01:10):
out.
But it's very interesting withsome advertisers who want to pin
.
They do get something from itand it's got to do with the
control of the ad copy and whensomeone's very much motivated to
pin, what I found is it's oftenhard to get them to not pin
their ads and kind of let thatcontrol go.
(01:32):
We'll talk about that.
We'll talk about why you wouldwant to do that, but it was an
interesting conversation andkind of led me to think about
pinning and wanted to put mythoughts together and that's
what we'll talk about today.
So bit of a I wouldn't saycontroversial topic, but I would
say a topic that there'sdiffering opinions on, and
(01:55):
people who really want to do itdo it.
People who don't like it reallydon't like it.
I would fall in that camp.
And then there's one exceptionto that, where sometimes it can
make sense, and I'll lay allthat out today.
But again, thank you for beinghere.
Rothman PPC podcast.
And we talked about Google adsfrom the perspective of business
(02:18):
owners and marketing managersout there trying to get as many
leads as possible for theadvertising budget.
I also have a YouTube channel,so check that out as well.
So let's talk about pinning.
So what is pinning?
For those of you who are notfamiliar with it, if you open up
a responsive search ad insideof a Google ad search campaign,
(02:42):
what you'll see?
There is 15 headlines that youcan put in there and then four
descriptions.
And if you take your mouse andyou hover over the box where you
enter in your text for theheadline and your text.
For the descriptions, you willsee a gray pin show up on the
right side of that text box andwhen you click the pin you'll
(03:04):
have options.
You can leave the descriptionor headline unpinned and let it
show in any position, or you canclick it to for headlines, pin
in position one, two or three,or descriptions, pin in position
one or two.
So those are your options.
(03:24):
And then when you click it andyou do pin if you do pin, you
will see that the pin thenbecomes blue, and that is how
that works.
So what does that do when youdo that?
Well, it forces that headlineto show up only in that position
(03:46):
.
It says it right there Showonly in position one, show only
in position two or show only inposition three.
And then, for the description,show only in position one or
show only in position two, andthat's what it does.
The question is, why pin?
Why do some advertisers want topin?
(04:08):
And the answer basically comesdown to control.
It's controlling how, it'scontrolling where your ad copy
shows up.
So, and in some cases, whichwe'll talk about, it's forcing
ad copy to show up.
So we'll get into all that.
(04:28):
But let's take a step back andjust briefly talk about what
responsive search ads are.
So responsive search ads arewhen, basically, you have your
keywords and you kind ofinstruct Google what searches
you want to show up on by use ofthose keywords.
You have broad match, phrase,exact match, and what you choose
(04:50):
is your keywords will in alarge, large way, determine
where your ads show or to whatsearches they show up on.
That's the keyword side ofthings.
But what does it mean to showup?
What does it mean to show?
It means to show on search,your responsive search ad, and
that is what the search usersees.
(05:10):
That is their first interactionwith your business when they do
a Google search.
They go to Google, they searchfor a roofing company and they
see your ad there.
And then what is an ad?
An ad, a responsive search ad,is made up of, for the most part
, headlines and descriptions.
(05:30):
There's other stuff, there'sassets, there's the display URL,
display path, but for the mostpart, the primary things you'll
see are headlines anddescriptions.
And this is where the wordresponsive comes into the phrase
responsive search ad.
It used to be back in the dayyou had search ads and then you
(05:50):
had expanded text ads where theygave us more character limits
and just more ad copy.
And then things really really,really got opened up with
responsive search ads andbasically what you do is you
throw in up to 15 headlines, youthrow in up to four
descriptions and Google usesthat ad copy to be responsive to
(06:15):
the individual search from thatperson on that search at that
exact moment in time.
But basically, that auction,that individual search, and
which ad copy do they choose toshow, which headlines do they
choose to show, whichdescriptions do they choose to
show?
(06:35):
The way I view this is that isall based on the goals that you
set up inside the campaign andthey choose to show the ad copy,
the headlines and thedescriptions that best match
your goals, that will mostlikely to be accomplishing your
goals on that individual searchat that exact moment in time.
(06:57):
That's how I look at it.
And you have 15 headlines, youhave four descriptions, but a
lot less of that shows up on anyindividual search.
I've read that it could be justone headline, but usually I see
two or three and then usually Isee two, one or two
descriptions.
So that's one to threeheadlines out of 15 and one or
(07:20):
two descriptions out of four.
So you're putting in a lot moreinto the ad copy that can show,
then does show up on anyindividual search.
So the reason you're doing thatis because you're throwing as
much as you can at the machineto give you the best chance of
the machine picking out the bestpart of what you threw at it to
show to that individual searchat that exact moment in time.
(07:44):
And it's pretty much allresponsive ads.
Now there are still expandedtext ads that are still out
there and running.
You can't edit old expandedtext ads but they are still out
there in some cases.
But when we were going throughthat transition from expanded
text ads to responsive searchads, I looked at a lot of data
and pretty much every timeresponsive search ads just
(08:08):
crushed expanded text ads interms of accomplishing your
goals with click through rate,conversion rate and then also
the big one was how often theads got impressions.
When you basically have likefive or more whatever expanded
(08:28):
text ad inside of a responsivesearch ad, just because there's
so much copy for it to choosefrom and because it's so much
more powerful, it has a betterchance at choosing ad copy that
passes that threshold to have ahigh enough ranking ad to show
and that's why I think theyshowed up a lot more than
expanded text ads during thattransition.
But that's basically what aresponsive search ad is.
(08:50):
You throw a lot at it, 15headlines for descriptions and
then Google chooses whichspecific headlines and
descriptions show and the orderthey show in on any individual
and every individual search.
And that's how they work and Ireally really like them.
(09:12):
One, yeah, and then so let'stalk about what effect this
pinning have.
And so the reason we said whysomeone would want to pin is
because control you would get tocontrol where the ad copy shows
up like this headline has toshow in this position, this
description has to show in thisposition, and you can put a lot
of control over the responsivesearch ad.
(09:35):
That's why people want to pin.
But the effect that that has isif you pin something in number
one or number two, that's goingto prevent other headlines from
showing there, and if you pinsomething in number three, it's
going to prevent other headlinesfrom showing in position three.
So let's take that positionthree example.
(09:58):
Or, yeah, let's take positionthree.
If you pin something inposition three headline, the
chances of other things or,excuse me, the chance of that,
that headline showing inposition one or two, that's
never going to happen becauseyou've pinned it to number three
.
So all those combinations andsay you're a rougher and say
(10:18):
that the headline is call us nowor call us for a quote.
If you pin that to number three, you're never, ever going to
know what that headline will doif it's allowed to show in
position one or two.
So you're preventing headlinesand then descriptions the
descriptions from showing inother places or like with
(10:41):
position one or two.
Those are kind of particular.
Well, we'll talk about that ina minute.
You're preventing other thingsfrom showing there, you're just
preventing.
Prevent, that's the word.
You're preventing a lot ofcombinations from showing up and
what that does is it can hurtyour ad strength because those
combinations might be great.
The other combinations thatyou're preventing.
(11:03):
They might be really reallygood for some individual user
doing a different search outthere and when they do that
search, that the greatcombination would do great on
but you don't give it a chanceto show on because you've pinned
and you prevent all thecombinations from being able to
run.
Then that user is going to geta poorer experience and your ad
(11:26):
strength is going to potentiallygo down.
So the big thing is it canaffect ad strength and I think
if you think about pinninglogically and you think about
what pinning is and you comparethat to the idea of what
responsive search ads are, thenwhen Google says pinning can
affect ad strength, to me I readthat as it can affect it
(11:49):
negatively, because what elsecan it do besides show less
combinations and hurt theresponsiveness of the responsive
search ad and negatively impactthat strength.
That's how I read it.
But the main takeaway is thatit does or, excuse me, it can
affect ad strength.
And then the other thing isprevent.
(12:10):
It prevents differentcombinations.
So why don't I like it?
Why do I not like pinning andwhy do I think it's dumb?
And I wrote why I don't like it, comma, or why it's dumb, and I
really do think it's dumb.
It's just to be honest with you.
It's just dumb, and the reasonwhy is because it tries to
(12:31):
outsmart the machine.
Every individual search what'sgoing on with what I call the
machine, which is basically it'sjust a machine.
It's the way the system works.
It's constantly testing thingsand constantly gathering data
and there's almost an infiniteamount of data and scenarios and
(12:54):
situations that you can't seesitting inside a Google ads
account that the machine seesabout the people, about the
searches about the people andthe searches outside of just
searches for your keywords oryour campaign history.
There's so much data out therethat the machine has seen and
(13:14):
can see and can test that youcan't that.
It's just dumb to limit howmany headlines and descriptions
you had and, honestly, like ifwe had 30 descriptions and eight
excuse me, 30 headlines andeight descriptions and things
were doubled, I'd fill it upwith 30 headlines and eight
descriptions.
Like to me it's only logical tothrow as much as you can at the
(13:40):
machine and give it, giveyourself as much of a chance to
have as many combinations andhave your ad read and look as
different as possible as manytimes to give yourself the best
chance to have the rightcombination for that user on
that search at that moment intime.
And there's so many differentsearches and users and moments
(14:04):
in time that if you just pickthree headlines and two
descriptions you're going tototally limit yourself in terms
of how good the ads can do.
One other thing to keep in mindabout pinning and allowing
Google to control the order ofyour headlines and descriptions
and which ones show to whichusers at which times and on
which searches.
(14:25):
It's all your ad copy anyway.
So as long as you'recontrolling the ad copy the
whole idea of control I say giveup the positioning.
I say give up the order, giveup the which one shows where,
because you do have an awesomelevel of control when it comes
to the actual copy itself.
(14:47):
And then if Google wants tothrow a bunch of different
combinations at a bunch of userson a bunch of different moments
in time, that's going to makeyour ads better and it's all
your ad copy anyway.
So I just want to make thepoint it's all your ad copy
anyway.
And then the other reason Idon't like it is it hurts ad
strength, in my view, and limitsthe potential.
(15:07):
We talked about that.
And of course the ironic thingis here is if for some reason
you're right that this headlinejust has to be in position one
and for 100% of users it's thebest position for that headline
to be in, if you're right and ifthat will help you most
accomplish your goals, themachine's going to figure that
(15:27):
out anyway.
So you might as well give it achance to see if you're wrong,
because in almost every case themachine's going to be smarter.
Because will something inheadline one be better for every
single user and help youaccomplish your goal on every
single search, every single userat every moment in time?
Probably not.
(15:48):
There's probably going to beother headlines that work better
, and even if it's for just onepercent of users and just one
percent of the time, a differentheadline would be in position
one would most help youaccomplish your goal.
The machine's going to figurethat out, so why not let it
figure it out if, basically, themachine has the same goal you
(16:08):
do?
Now this brings me to the onlytime it makes sense to pin.
There's one time where pinningactually makes sense and that's
where you have to show something.
And if you put something in, ifyou pin a headline in position
one, if you pin a headline inposition two or if you pin a
description in position one,that headline in one or two or
(16:29):
that description in one willalways show.
It's different in headlinethree and it's different in
description two.
This doesn't apply to those,but in headline position one,
headline position two anddescription position one pinning
things to those exact positionsheadline position one, headline
position two, descriptionposition one they will always
(16:52):
show.
So if you have a piece of adcopy that for some reason always
has to show up, that's the wayyou can do it and that's a great
tool.
That's inside of responsivesearch ads.
It's a great option to havebecause sometimes copy does need
to show in some cases andthat's the tool you have to use
it.
So that to me, that's the onlytime that pinning can make sense
(17:16):
.
So that's pretty much it.
That's the story on pinning.
I don't think it's a gray areathing.
I think it makes sense in thatone time where, if you have to
have ad copy always show, that'syour the way you can do it.
But outside of that, all I seewith pinning are downsides and
not using responsive search adsto the full extent that they can
(17:41):
be used and not benefiting fromall the power that you have
inside of a responsive search ad.
So we'll be talking a lot aboutthese things in the coming
weeks.
Episodes will come out everyMonday, and then I mentioned the
YouTube channel as well.
So thanks for listening, thanksfor following along and thanks
for sharing the show, and I'llsee you next week.
(18:01):
Peace.
Hey everyone, welcome back to the Rothman PPC
podcast.
Thanks for being here.
I'm recording this in lateFebruary 2024.
On today's episode we're goingto talk about pinning pinning
inside of responsive search ads.
I was talking with anadvertiser this week probably a
(00:22):
guy like a lot of you smallbusiness owner wanted to improve
his ad copy and we got to thetopic of pinning and we got into
an interesting conversationwhere the advertiser was very
much wanting to pin his ads.
They're his ads, he can pin.
But he was asking my opinionand I was telling him I don't
(00:48):
think it's a good idea.
It's not a good idea.
And we got to talking about itand we got to talking about why
and I think he agreed with myreasoning.
I really don't see how youcan't, to be honest, because
it's very, very cutting drything to me and we'll lay that
(01:10):
out.
But it's very interesting withsome advertisers who want to pin
.
They do get something from itand it's got to do with the
control of the ad copy and whensomeone's very much motivated to
pin, what I found is it's oftenhard to get them to not pin
their ads and kind of let thatcontrol go.
(01:32):
We'll talk about that.
We'll talk about why you wouldwant to do that, but it was an
interesting conversation andkind of led me to think about
pinning and wanted to put mythoughts together and that's
what we'll talk about today.
So bit of a I wouldn't saycontroversial topic, but I would
say a topic that there'sdiffering opinions on, and
(01:55):
people who really want to do itdo it.
People who don't like it reallydon't like it.
I would fall in that camp.
And then there's one exceptionto that, where sometimes it can
make sense, and I'll lay allthat out today.
But again, thank you for beinghere.
Rothman PPC podcast.
And we talked about Google adsfrom the perspective of business
(02:18):
owners and marketing managersout there trying to get as many
leads as possible for theadvertising budget.
I also have a YouTube channel,so check that out as well.
So let's talk about pinning.
So what is pinning?
For those of you who are notfamiliar with it, if you open up
a responsive search ad insideof a Google ad search campaign,
(02:42):
what you'll see?
There is 15 headlines that youcan put in there and then four
descriptions.
And if you take your mouse andyou hover over the box where you
enter in your text for theheadline and your text.
For the descriptions, you willsee a gray pin show up on the
right side of that text box andwhen you click the pin you'll
(03:04):
have options.
You can leave the descriptionor headline unpinned and let it
show in any position, or you canclick it to for headlines, pin
in position one, two or three,or descriptions, pin in position
one or two.
So those are your options.
(03:24):
And then when you click it andyou do pin if you do pin, you
will see that the pin thenbecomes blue, and that is how
that works.
So what does that do when youdo that?
Well, it forces that headlineto show up only in that position
(03:46):
.
It says it right there Showonly in position one, show only
in position two or show only inposition three.
And then, for the description,show only in position one or
show only in position two, andthat's what it does.
The question is, why pin?
Why do some advertisers want topin?
(04:08):
And the answer basically comesdown to control.
It's controlling how, it'scontrolling where your ad copy
shows up.
So, and in some cases, whichwe'll talk about, it's forcing
ad copy to show up.
So we'll get into all that.
(04:28):
But let's take a step back andjust briefly talk about what
responsive search ads are.
So responsive search ads arewhen, basically, you have your
keywords and you kind ofinstruct Google what searches
you want to show up on by use ofthose keywords.
You have broad match, phrase,exact match, and what you choose
(04:50):
is your keywords will in alarge, large way, determine
where your ads show or to whatsearches they show up on.
That's the keyword side ofthings.
But what does it mean to showup?
What does it mean to show?
It means to show on search,your responsive search ad, and
that is what the search usersees.
(05:10):
That is their first interactionwith your business when they do
a Google search.
They go to Google, they searchfor a roofing company and they
see your ad there.
And then what is an ad?
An ad, a responsive search ad,is made up of, for the most part
, headlines and descriptions.
(05:30):
There's other stuff, there'sassets, there's the display URL,
display path, but for the mostpart, the primary things you'll
see are headlines anddescriptions.
And this is where the wordresponsive comes into the phrase
responsive search ad.
It used to be back in the dayyou had search ads and then you
(05:50):
had expanded text ads where theygave us more character limits
and just more ad copy.
And then things really really,really got opened up with
responsive search ads andbasically what you do is you
throw in up to 15 headlines, youthrow in up to four
descriptions and Google usesthat ad copy to be responsive to
(06:15):
the individual search from thatperson on that search at that
exact moment in time.
But basically, that auction,that individual search, and
which ad copy do they choose toshow, which headlines do they
choose to show, whichdescriptions do they choose to
show?
(06:35):
The way I view this is that isall based on the goals that you
set up inside the campaign andthey choose to show the ad copy,
the headlines and thedescriptions that best match
your goals, that will mostlikely to be accomplishing your
goals on that individual searchat that exact moment in time.
(06:57):
That's how I look at it.
And you have 15 headlines, youhave four descriptions, but a
lot less of that shows up on anyindividual search.
I've read that it could be justone headline, but usually I see
two or three and then usually Isee two, one or two
descriptions.
So that's one to threeheadlines out of 15 and one or
(07:20):
two descriptions out of four.
So you're putting in a lot moreinto the ad copy that can show,
then does show up on anyindividual search.
So the reason you're doing thatis because you're throwing as
much as you can at the machineto give you the best chance of
the machine picking out the bestpart of what you threw at it to
show to that individual searchat that exact moment in time.
(07:44):
And it's pretty much allresponsive ads.
Now there are still expandedtext ads that are still out
there and running.
You can't edit old expandedtext ads but they are still out
there in some cases.
But when we were going throughthat transition from expanded
text ads to responsive searchads, I looked at a lot of data
and pretty much every timeresponsive search ads just
(08:08):
crushed expanded text ads interms of accomplishing your
goals with click through rate,conversion rate and then also
the big one was how often theads got impressions.
When you basically have likefive or more whatever expanded
(08:28):
text ad inside of a responsivesearch ad, just because there's
so much copy for it to choosefrom and because it's so much
more powerful, it has a betterchance at choosing ad copy that
passes that threshold to have ahigh enough ranking ad to show
and that's why I think theyshowed up a lot more than
expanded text ads during thattransition.
But that's basically what aresponsive search ad is.
(08:50):
You throw a lot at it, 15headlines for descriptions and
then Google chooses whichspecific headlines and
descriptions show and the orderthey show in on any individual
and every individual search.
And that's how they work and Ireally really like them.
(09:12):
One, yeah, and then so let'stalk about what effect this
pinning have.
And so the reason we said whysomeone would want to pin is
because control you would get tocontrol where the ad copy shows
up like this headline has toshow in this position, this
description has to show in thisposition, and you can put a lot
of control over the responsivesearch ad.
(09:35):
That's why people want to pin.
But the effect that that has isif you pin something in number
one or number two, that's goingto prevent other headlines from
showing there, and if you pinsomething in number three, it's
going to prevent other headlinesfrom showing in position three.
So let's take that positionthree example.
(09:58):
Or, yeah, let's take positionthree.
If you pin something inposition three headline, the
chances of other things or,excuse me, the chance of that,
that headline showing inposition one or two, that's
never going to happen becauseyou've pinned it to number three
.
So all those combinations andsay you're a rougher and say
(10:18):
that the headline is call us nowor call us for a quote.
If you pin that to number three, you're never, ever going to
know what that headline will doif it's allowed to show in
position one or two.
So you're preventing headlinesand then descriptions the
descriptions from showing inother places or like with
(10:41):
position one or two.
Those are kind of particular.
Well, we'll talk about that ina minute.
You're preventing other thingsfrom showing there, you're just
preventing.
Prevent, that's the word.
You're preventing a lot ofcombinations from showing up and
what that does is it can hurtyour ad strength because those
combinations might be great.
The other combinations thatyou're preventing.
(11:03):
They might be really reallygood for some individual user
doing a different search outthere and when they do that
search, that the greatcombination would do great on
but you don't give it a chanceto show on because you've pinned
and you prevent all thecombinations from being able to
run.
Then that user is going to geta poorer experience and your ad
(11:26):
strength is going to potentiallygo down.
So the big thing is it canaffect ad strength and I think
if you think about pinninglogically and you think about
what pinning is and you comparethat to the idea of what
responsive search ads are, thenwhen Google says pinning can
affect ad strength, to me I readthat as it can affect it
(11:49):
negatively, because what elsecan it do besides show less
combinations and hurt theresponsiveness of the responsive
search ad and negatively impactthat strength.
That's how I read it.
But the main takeaway is thatit does or, excuse me, it can
affect ad strength.
And then the other thing isprevent.
(12:10):
It prevents differentcombinations.
So why don't I like it?
Why do I not like pinning andwhy do I think it's dumb?
And I wrote why I don't like it, comma, or why it's dumb, and I
really do think it's dumb.
It's just to be honest with you.
It's just dumb, and the reasonwhy is because it tries to
(12:31):
outsmart the machine.
Every individual search what'sgoing on with what I call the
machine, which is basically it'sjust a machine.
It's the way the system works.
It's constantly testing thingsand constantly gathering data
and there's almost an infiniteamount of data and scenarios and
(12:54):
situations that you can't seesitting inside a Google ads
account that the machine seesabout the people, about the
searches about the people andthe searches outside of just
searches for your keywords oryour campaign history.
There's so much data out therethat the machine has seen and
(13:14):
can see and can test that youcan't that.
It's just dumb to limit howmany headlines and descriptions
you had and, honestly, like ifwe had 30 descriptions and eight
excuse me, 30 headlines andeight descriptions and things
were doubled, I'd fill it upwith 30 headlines and eight
descriptions.
Like to me it's only logical tothrow as much as you can at the
(13:40):
machine and give it, giveyourself as much of a chance to
have as many combinations andhave your ad read and look as
different as possible as manytimes to give yourself the best
chance to have the rightcombination for that user on
that search at that moment intime.
And there's so many differentsearches and users and moments
(14:04):
in time that if you just pickthree headlines and two
descriptions you're going tototally limit yourself in terms
of how good the ads can do.
One other thing to keep in mindabout pinning and allowing
Google to control the order ofyour headlines and descriptions
and which ones show to whichusers at which times and on
which searches.
(14:25):
It's all your ad copy anyway.
So as long as you'recontrolling the ad copy the
whole idea of control I say giveup the positioning.
I say give up the order, giveup the which one shows where,
because you do have an awesomelevel of control when it comes
to the actual copy itself.
(14:47):
And then if Google wants tothrow a bunch of different
combinations at a bunch of userson a bunch of different moments
in time, that's going to makeyour ads better and it's all
your ad copy anyway.
So I just want to make thepoint it's all your ad copy
anyway.
And then the other reason Idon't like it is it hurts ad
strength, in my view, and limitsthe potential.
(15:07):
We talked about that.
And of course the ironic thingis here is if for some reason
you're right that this headlinejust has to be in position one
and for 100% of users it's thebest position for that headline
to be in, if you're right and ifthat will help you most
accomplish your goals, themachine's going to figure that
(15:27):
out anyway.
So you might as well give it achance to see if you're wrong,
because in almost every case themachine's going to be smarter.
Because will something inheadline one be better for every
single user and help youaccomplish your goal on every
single search, every single userat every moment in time?
Probably not.
(15:48):
There's probably going to beother headlines that work better
, and even if it's for just onepercent of users and just one
percent of the time, a differentheadline would be in position
one would most help youaccomplish your goal.
The machine's going to figurethat out, so why not let it
figure it out if, basically, themachine has the same goal you
(16:08):
do?
Now this brings me to the onlytime it makes sense to pin.
There's one time where pinningactually makes sense and that's
where you have to show something.
And if you put something in, ifyou pin a headline in position
one, if you pin a headline inposition two or if you pin a
description in position one,that headline in one or two or
(16:29):
that description in one willalways show.
It's different in headlinethree and it's different in
description two.
This doesn't apply to those,but in headline position one,
headline position two anddescription position one pinning
things to those exact positionsheadline position one, headline
position two, descriptionposition one they will always
(16:52):
show.
So if you have a piece of adcopy that for some reason always
has to show up, that's the wayyou can do it and that's a great
tool.
That's inside of responsivesearch ads.
It's a great option to havebecause sometimes copy does need
to show in some cases andthat's the tool you have to use
it.
So that to me, that's the onlytime that pinning can make sense
(17:16):
.
So that's pretty much it.
That's the story on pinning.
I don't think it's a gray areathing.
I think it makes sense in thatone time where, if you have to
have ad copy always show, that'syour the way you can do it.
But outside of that, all I seewith pinning are downsides and
not using responsive search adsto the full extent that they can
(17:41):
be used and not benefiting fromall the power that you have
inside of a responsive search ad.
So we'll be talking a lot aboutthese things in the coming
weeks.
Episodes will come out everyMonday, and then I mentioned the
YouTube channel as well.
So thanks for listening, thanksfor following along and thanks
for sharing the show, and I'llsee you next week.
(18:01):
Peace.
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