Headline

Headlines are the first thing people read and the main thing Google tests. A responsive search ad can hold 15, of up to 30 characters each, and Google shows two or three at a time in any order.

Distinct headlines give Google more combinations to match each search. Ten ways of saying the same thing give it almost nothing.

1. Open an ad under Campaigns, then Ads, and edit its headlines.
2. Look at the asset report on the ad to see how often each headline was shown.
3. Check Ad Strength and its suggestions.
4. For Performance Max, edit headlines and long headlines in the asset group.

A moving company writes headlines about the service, the price, the speed, the area, a review score and a guarantee: Local Movers in Lyon, Fixed Price Quotes, Moves Within 48 Hours, Rated 4.8 by 900 Clients. Any two read well together.

• Writing headlines that only make sense in a fixed order.
• Using fewer than ten headlines.
• Repeating the brand name in several headlines.

The audit checks Oppy runs on this, each with its own page.

• Ads not using the space Google gives them
• Responsive search ads Google rates below Good
• Pinning that fixes an ad slot to one asset

• Responsive search ad: The standard search ad: up to 15 headlines and 4 descriptions that Google combines and tests for each search.
• Pinning: Fixing a headline or description of a responsive ad to one position.
• Ad Strength: Google's rating of a responsive ad, from Poor to Excellent, based on how many distinct headlines and descriptions it gives Google to combine.