Why You Must Rethink Ad Strength Before Holiday Spend
As a branding content curator, I recommend this deep dive for every paid search leader. Brad Geddes analyzed thousands of accounts, and his findings challenge common assumptions about ad strength. Google now steers more impressions toward the higher rated RSA in mixed strength ad groups. Yet the lower rated ad converted better in a majority of cases, often due to pinning. This disconnect matters for holiday budgets, because an 11.8 percent CPA gap is substantial. Read this piece to see the data, the four year drift, and account fixes.
Actionable advice in the article will help you protect performance while you chase higher ratings. Key steps include tagging ads by pinning status, rebuilding pinned ads, and prioritizing CPI and CPA. Brad recommends at least eleven headlines for unpinned creatives, and specific asset counts for pinned ads. He shows Excellent ratings come from variety not volume, and pinning changes that dynamic. As a curator, I endorse this read for strategists who need data driven, practical guidance. Open the full analysis now to align your creative testing with conversion goals before peak traffic. Do not trust labels blindly.
Source: www.searchenginejournal.com
