Another video from yours truly. I apologise for the lack of updates - I've just been on holidays but hopefully you guys find this useful.
We recently had an Ad Alchemy user write in about how to use the tool to introduce new ad copy to an existing ad group and campaign and I've made a video that walks you through the process and gives you some insights into how I use ad pinning to make sure the ad is super effective.
The original framework I use is a modified version of Brad Geddes' pinning strategy you can read more here. I have modified it and tend to use headline positions 2 and 3 more interchangeably. Headline 3 as Brad points out, only shows about 25% of the time so I tend to assign the weakest headline copy there.
As a quick reference before you watch the video:
Headline position 1: Answer the user's search query. This is generally the intent of their search so using the keyword and some modifier is fine. In this case I've used emergency plumbing as my existing ad group so I've done headlines like "24/7 Emergency Plumbing - Call now".
Headline position 2: This is where you want to win over the customer vs other ads in the auction. I tend to use USPs (in this case "Fully Licenced and Insured Plumber"), CTAs "Get Your Plumbing Fixed Fast") or trust statements (e.g. "5 Star Rated Plumber on Yelp".
Headline 3: This is where I tend to use weaker variants of headline 2. Because it only shows so little, it's more of a reinforcing copy than the main message.
Anyway... over to the video.
https://vimeo.com/1113814178/af5f0ff0b7?ts=0&share=copy