There has been a flurry of activity from AdWords during the past couple of weeks. If you’re an advertiser, you’ve likely noticed the emails from AdWords, coming fast. In this post, I will explain the changes and how they could impact your advertising efforts.
AdWords Ad Rotation Settings
In the current structure of AdWords, ads are associated with a set of keywords in an organizational unit called, appropriately, an ad group. It’s best to have two to three ad variations running in each ad group to test which ad copy performs the best.
Ad rotation is the setting that informs AdWords how to decide between the various ads. There are currently four options for advertisers: “Optimize for clicks,” “Optimize for conversions,” “Rotate evenly,” and “Rotate indefinitely.”
“Optimize for clicks” gives AdWords the ability to favor the ad with the highest click-through rate. “Optimize for conversions” tells AdWords to use the ad that converts the most. “Rotate evenly” gives ads a more balanced, randomized view and then transitions to optimizing for clicks after 90 days.
However, as of September 25, 2017 there will only be two options, as explained by Google.
- “Optimize” will use Google’s machine learning technology to deliver ads that are expected to perform better than other ads in your ad group.
- “Rotate indefinitely” will deliver ads more evenly for an indefinite amount of time.
Campaigns that are currently using “rotate indefinitely” will stay that way and campaigns using the other three settings will shift to “optimize.”
As a pay-per-click…
