Search Creatives in Blueprints

Creatives are content pieces that aim to convey a promotional message to a specific audience. In Search campaigns, you have two options:

Responsive Search Ads (RSAs): This type of Search creative allows advertisers to input multiple headlines and descriptions. Google's machine learning algorithms test various combinations of these headlines and descriptions to determine which ones perform best. Note: Fluency recommends using this type of creative.
Call-Only Ad: This type of creative is specifically designed for mobile devices, encouraging users to call a business directly instead of clicking through to a website.

Creating a Search Creative

Go to Blueprints in the top of Backpack menu.
Select a Blueprint from the list.
Create or select an existing Search campaign.
Create or select an existing Search ad group, and click to open the Creatives dropdown.
Select a Search campaign and the ad group where you'll be adding a creative.
Open the Creatives dropdown menu.
Go to the bottom of the menu, click + New Creative, and select Responsive Search Ad.
Enter a Name for the creative.
Set up your Creative Assets. See below for instructions.

Repeat steps 4-6 to create additional ads. You can also make copies of existing creatives by selecting Advanced in the Display Mode, accessed through the person icon in the upper right corner of Backpack.

Search Creative assets

Enter headlines and descriptions in the position where you want them to appear (Headline 1, Description 2, etc.). Note: Google requires a minimum of three headlines and two descriptions total to generate an ad.
Use Account Tags and Blueprint Tags to dynamically insert variations of headlines and descriptions to rotate through.

Examples:

Account Tags: [account.name] in [account.city] in Headline 1
Blueprint Tags: ->[Special D1] in Description 1

Pinned Headlines and Descriptions

Pinning causes a headline or description to show only in the designated position (e.g., Headline 1, Description 1). Headline and description positions are pinned by default in our platform.

Example: Let's say that the tag [Special H2] contains three headline variations. If you input [Special H2] in the Headline 2 field, those three headline variations will rotate in the different ads generated and will always appear in the H2 position. These headlines will not appear in any other position in the ad.

Note: If you have content pinned to Headline 3 and Description 2, Google does not guarantee to show them in every ad. If you have text that should appear in every ad, you must input it into Headline 1, Headline 2, or Description 1.

Unpinned Headlines and Descriptions

If you don't want any headlines or descriptions in a specific position, enter them into the Unpinned (Floating) fields. Unpinned content has the potential to appear in any position.

Force Pinning

If you have only one text variation in a specific position, it will become unpinned and may appear in different positions. To make sure it stays in that position, you can force pin it by adding a dash followed by a right arrow (->) in front of the headline, description, or tag. Note: If you use force pinning, Google may still rotate other headlines and descriptions into that position. However, the content that was force pinned will not appear in another position.

Learn More

Check out Tag Hierarchy to learn about which tags make sense to use in your ad copy.
Use Tag Functions to manipulate the outputs of your tags.
Use creative-level Data Filters to filter outputs for the creative you are working on.
Use creative-level Valid When Statements to control when creatives generate.

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