Google AdWords Changes to Ad Rotation

Google AdWords Changes to Ad Rotation

Google recently announced on their blog that they will be implementing a new change on their AdWords Ad Rotation setting. Starting next week, the settings under Advanced Settings > Ad delivery: Ad rotation, frequency capping will no longer give you the option to choose the “rotate” indefinitely.

Currently your options are to:

  • Optimize for clicks: Show ads expected to provide more clicks
  • Optimize for conversions: Show ads expected to provide more conversions
  • Rotate: Show ads more evenly

When working with our clients, we recommend you use the Rotate option when you create new ads to provide you with testing which will be more effective. Then, once you have enough data to determine, you would change your setting to optimize for clicks or conversions. However, if you wanted to continue to evenly distribute your ads, this option will no longer be available to you next week.

The Rotate option will only be available for 30 days for newly created / enabled ads. After 30 days, the setting will then optimize to show the ads expected to provide the most clicks.

If you usually used the Rotate option, this is something you should keep in mind when optimizing your campaigns.

What do you think of the change? Will it affect how you run your AdWords campaigns? Get more info from the official source .

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