Episode Overview

Title: PPC Basics - Simple Ad Strategy That Works
Host: Chris Schaeffer
Guest: Joey Bidner
Date: January 5, 2026

This episode dives into the essential strategies and current best practices for crafting high-performing Google Ads. Chris and Joey focus on the importance of ad copy, new tools for measuring results in Google’s Asset view, and clear strategies for ad messaging—whether you want to attract the broadest audience or filter for your best-fit customers. The conversation is tailored for everyone from total beginners to experienced PPC professionals wanting to get back to basics and refine their approach for the new year.

Key Discussion Points & Insights

1. The Importance of Ad Copy in Google Ads

[00:00–03:50]

• Chris emphasizes that, despite all the technicalities behind Google Ads, the actual ads—the headlines and descriptions—are what users see.
• Ad copy deserves focused attention since it directly influences customer behavior and campaign outcomes.

2. New Data for Measuring Ad Copy Performance

[03:50–14:01]
Joey Bidner introduces a new way to measure ad asset effectiveness using enhanced data within Google Ads’ “Assets” tab:

• Navigation:
  1. Go to the “Assets” tab (previously “Extensions”) in your Google Ads account.
  2. Switch from “Associations” to the “Performance” view to analyze individual headlines and assets.
• Data Points Available: Clicks, impressions, CTR (Click-Through Rate), cost, conversions, etc.
• Key Takeaway:
  • Focus on CTR as the main indicator for headline effectiveness.
  • Avoid overvaluing conversion data at the asset/headline level, as it is more influenced by keywords and landing page relevance.
  • “I optimize to click-through rate. I think click-through rate is the metric that truly speaks to the importance of the nuance within a headline and how it relates to the keyword.” – Joey Bidner [07:30]
• How to Use This Data:
  • Identify and swap out headlines with low impressions or low CTR (<2% is a practical cutoff).
  • Don’t overstuff ads with all 20 possible headlines—use only what’s needed, especially on small budgets.
  • Be mindful when comparing pinned vs. unpinned headlines, as pinned headlines display more often, skewing the data.
  • Use the account/campaign/ad group level to spot trends holistically and spot underperforming pieces more efficiently.
  • This view also helps assess other assets like images, videos, and descriptions—CTR on images is highlighted as an increasingly valuable metric.

3. Inviting vs. Isolating Ad Copy Strategies

[14:01–24:00]
Chris provides a practical breakdown of ad copywriting philosophies:

• Inviting Strategy:
  • The traditional approach, aiming to maximize clicks by being broadly appealing.
  • Tactics include:
    • Repeating the keyword the user searched for.
    • Using discounts/offers/freebies: “15% off in January,” “Free estimate.”
    • Highlighting features or benefits: Local presence, quality materials, etc.
    • “Most advertising is gonna be focused at… people who are trying to reach everyone.” – Chris [15:30]
• Isolating Strategy:
  • Targeting only your best potential customers, intentionally repelling those outside your sweet spot.
  • Tactics include:
    • Stating high prices upfront, e.g., “Starting at $3,500 a week.”
    • Demographic qualifiers: “Mothers over 65,” “Athletic fit clothing.”
    • Technical language: Jargon or specialty terms only your ideal customer would know (“CRAC expert” for IT air conditioning).
    • “You actually have to work against what Google wants you to do... to write ads that tell people the part that's gonna make your business, your product, unappealing [to most].” – Chris [17:35]
  • Results in lower CTR but higher-quality, more qualified clicks/leads.
• When to Use Each:
  • Inviting: General consumer products/services, broad audiences.
  • Isolating: Niche/high-end offers, B2B, technical fields, or when seeking only highly qualified leads.

4. Practical Application – Pinning Headline Variations

[24:00–End]

• To effectively test and control ad copy messaging, use the pinning feature:
  • Create both inviting and isolating ads.
  • Pin critical messaging (e.g., price qualifiers, technical terms) to the first headline position to ensure it always shows.
  • For advanced testing, create several versions of the pinned message (e.g., several ways to state a minimum price) and pin all variants to position 1, letting Google rotate and report performance.
• “Pin that high price, pin that age or gender aspect, some kind of isolating language to the first headline of your ad... and Google rotates those out.” – Chris [25:45]
• Then use the newly available performance data to test which version works best for your goals (CTR vs. qualified leads).

Notable Quotes & Memorable Moments

• Joey Bidner [07:30]:
  “I optimize to click-through rate. I think click-through rate is the metric that truly speaks to the importance of the nuance within a headline and how it relates to the keyword.”
• Chris Schaeffer [15:30]:
  “Most advertising is gonna be focused at… people who are trying to reach everyone.”
• Chris Schaeffer [17:35]:
  “You actually have to work against what Google wants you to do... to write ads that tell people the part that's gonna make your business, your product, unappealing [to most].”
• Chris Schaeffer [25:45]:
  “Pin that high price, pin that age or gender aspect, some kind of isolating language to the first headline of your ad... and Google rotates those out.”

Timestamps for Important Segments

• 00:00–03:50 — Episode intro; importance of ad copy; preview of new asset data capabilities.
• 03:50–14:01 — Joey Bidner explains the new Assets tab performance view and headline optimization best practices.
• 14:01–19:40 — Chris outlines inviting ad copy strategies and why most advertisers focus there.
• 19:40–24:00 — Chris on isolating copy: examples, when and why to use it, and how it delivers more qualified leads.
• 24:00–end — Chris details practical steps for pinning, advanced ad copy testing, and how to judge results with the updated asset-level data.

Tone & Language

The episode is conversational, practical, and full of actionable advice. Both Chris and Joey encourage listeners not to overthink or overcomplicate Google Ads, instead focusing on fundamentals and using new tools and strategies to continuously improve.

Summary Takeaways

• Ad copy is the most critical aspect of an ad—don’t neglect it.
• Use Google Ads’ updated “Assets” performance view to monitor and optimize individual headlines/assets—focus on CTR as your primary indicator.
• Test both inviting (broad, click-maximizing) and isolating (qualifying, niche-targeted) copywriting strategies, depending on your goals.
• Leverage pinning to control headline messaging and meaningfully experiment in a measurable way.
• Let data guide your iterations, but don’t overinterpret conversion data at the asset level—use holistic campaign data for big decisions.

For questions and consulting, Chris can be reached at chrisschaeffer.com. Joey is also available for consulting at joeybidner.com.