Recently Google announced that they would be making a change to the settings for ad rotation with AdWords. Whilst there were previously 4 settings available, these will now be sliced in half, leaving users with the following 2: “Optimize: Prefer best performing ads” and “Do not optimize: Rotate ads indefinitely.”
Users will now also be able to adjust the rotation setting at the ‘ad group’ level as opposed to campaign level, giving a little more fine-tuning control. The aptly named ‘do not optimise’ setting will provide standard, even rotation (or ‘old school’ if you please!) whilst the new setting will optimise for clicks in each individual auction using signals like keyword, search term, device, location and more.
Google suggests (strongly, might I add) that you run at least 3 ads in an ad group. They’re quoted stating “The more of your ads our system can choose from, the better the expected ad performance.”
This move brings Google AdWords even more in line with the trend of giving control over to machine learning technology. We can expect this update to roll in late September, with the obvious next step to be phasing out “rotate indefinitely” completely.