Google's Responsive Search Ads (RSAs) allow you to input 15 different headlines. Google's algorithm then mixes and matches them to find the "best" combination.
It sounds great in theory. In practice, it often results in ads that sound like a drunk robot.
If you don't use the "Pinning" feature, you are handing your brand messaging over to a slot machine. Here is how to take back control.
The "Salad Spinner" Problem
The 1-2-3 Pinning Strategy
You don't have to pin everything. If you pin every single headline, you lose the benefit of Google's machine learning.
The best approach is the "Anchor & Test" method.
Ignore "Ad Strength: Poor"
When you pin headlines, Google will show you a scary warning: "Ad Strength: Poor. Try unpinning assets."
Ignore it.
"Ad Strength" is not a measure of how well your ad will convert. It is a measure of how much freedom you have given Google. I have seen "Poor" ads with 8% CTR and "Excellent" ads with 1% CTR. Relevance beats variety every time.
Testing Value Propositions
Since Position 2 is unpinned, this is your laboratory. Add 4-5 different headlines that will rotate in this slot:
- 🧪 "No Service Fees on Weekends" (Price)
- 🧪 "Arriving in 60 Minutes" (Speed)
- 🧪 "500+ 5-Star Reviews" (Trust)
After 30 days, check your "Asset Details" report to see which value prop Google favored.
Conclusion
You are the business owner. You know what sells your service better than a robot does.
Use Pinning to enforce your messaging strategy. Don't let the algorithm turn your ad copy into word salad.