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Changes to Google AdWords Rotation Coming September 25

What You Need to Know

If you are currently taking advantage of Google AdWords rotation, you should be aware of three updates Google is making to make your life easier. For those of you unfamiliar with ad rotation, a brief refresher before we get to the changes.

What is ad rotation?

Google Adwords gives you’re the ability to test multiple versions of your ads to determine which performs best. Even a slight change in the words you use can make a difference! If you have multiple ads within your ad group, Google rotates these ads on both the Search Network and the Display Network. After all, no more than one ad from your ad group can be displayed at one time.

Why is it a good idea to have different ads?

When you run ad variations, you are able to find out which ad net you the best results. You can use the ad rotation setting to specify how often you’d like the ads in your ad group to be served relative to each other.

What are the current ad rotations settings?

Currently Google has four ad rotation settings:

  • Optimize for clicks: This default setting gives preference to ads that are expected to attract more clicks than other ads in your ad group, all based on your click-through rates (CTRs). Your higher-quality ads will not only gain you more impressions and click—you’ll also attract more user attention.
  • Optimize for conversions: Google gives preference to ads that are expected to provide more conversions, such as purchases and registrations. While this option may reduce your overall click rate, you will have higher quality clicks.
  • Rotate evenly: Any time a new ad group is introduced, or a new ad is added or changed, the ads are rotated evenly for 90 days before the ads can be optimized for conversions or clicks.
  • Rotate indefinitely: Same as above but beyond the 90 days.

What is changing on September 25?

Google has announced three updates to simplify and improve ad rotation:

  • The four categories we’ve listed above are being reduced to two ad rotation settings:

Optimize” will use Google’s learning technology to deliver ads that are expected to perform better than the other ads in your group. Campaigns currently using “optimize for clicks”, “optimize for conversions” or “rotate evenly” will convert to “optimize.”

Rotate indefinitely” will deliver your ads more evenly for an indefinite amount of time.

  • Campaigns using Smart Bidding will use “optimize” regardless of their ad rotation setting. AdWords Smart Bidding, also known as auction-time bidding, is a bid strategy that optimizes for conversions or conversion value in each and every action.
  • Ad rotation setting will be available at the ad group level.

What do you need to do now?

According to Google, you do not need to take any action at this time. However, we recommend taking this opportunity to take a closer look at your ads’ rotation settings and performance. If you aren’t running multiple ad versions, give it a try – you may find an ad variation that better resonates with your customers.

For help optimizing your Google AdWords campaign, please contact Bob Goricki, director of digital marketing, at 440-449-6800 or email Bob.

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