This week was about the ads themselves, the headlines and descriptions that show up when someone searches. I had to redo my whole Core Decision ad because I switched ChooseAMovie to a freemium model.
Now making a group and rating movies is free, and the $4.99 only kicks in when you want to invite friends or run more than one group. My old ad copy still talked like you paid just to start, so all of that had to go. Writing the new version taught me how much goes into a responsive search ad. You feed Google a pile of headlines and descriptions and it mixes them on the fly. I learned you can pin a headline to lock it into the first spot, which I used to keep my two strongest lines up front. I ended up with 15 headlines and 4 descriptions and a Good ad strength rating.
The part I keep thinking about is how the ad has to match what the landing page actually delivers. If the words promise one thing and the site does another, people leave.