Changes to Google AdWords Ad Rotation

SEM Coordinator

Google announced on Tuesday May 1st, of changes being made to the ad rotation settings. Specifically the setting, Rotate evenly, which allows the ad to rotate evenly among the other ads in each ad group. Some advertisers may use this if all ads need to show equally throughout the course of a day due to certain promotions. The rotate evenly option allows advertisers some type of control if there are different messages that need to be seen. Another reason for rotating ads evenly would be to perform a copy test.

Keep in Mind
With this new update to the setting, Google will only allow for the even rotation to take place only 30 days. After the 30 days, Google will begin to show the ad that would generate the most clicks. In a nutshell, they will convert the setting to optimize for more clicks automatically. The clock will reset to rotate in a new 30 day window if a creative is added or edited in certain ad groups.

This new change will be convenient for those who tend to forget that they changed the setting but others who desire the even rotation will have to “deal with it”.

• So if there’s a copy test taking place, make sure you set the test for 30 days because after that time frame your results will be inaccurate.
• If you want different promotions to rotate evenly with a general ad, you may want to create a separate ad group or campaign for that promotion.
• If you know which ad converts better versus receive a better CTR, either change the setting to Optimize for conversions or have the better converting ad run only.

Considering how 97% of Google’s Revenue comes from advertising, you would think they would make things a little easier for advertisers. Then again, they probably think that they are doing everyone a favor.

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