AdWords Ad Rotation Soon to be Simplified

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The Change

As we have mentioned in a previous article, in 2017, machine learning has been and will be a major influence on the developments involving Google AdWords. This week AdWords announced on its official Blog that in late September it will simplify ad rotation to only TWO settings instead of the current FOUR.

This simplification is due to Google’s increasing reliance on machine learning. The two options will be “Optimize: Prefer best performing ads” and “Do not optimize: Rotate ads indefinitely.” Of course, as the name of the second option (“Do not optimize”) suggests, Google “subtly” recommends that you let machine learning choose which ads to display.

Why Optimize?

Google believes that, in general, most advertisers should see an increase in their click-through-rate and conversion rate if they choose to Optimize. It is explained that the “Optimize” setting will use machine learning technology to select the winning ads from an ad group which should ideally contain at least three ads. The optimization will be based “on clicks in each individual auction using signals like keyword, search term, device, location and more.” Once again AdWords reminds us that the more ads there are to choose from, the better the expected ad performance will be since you’ll provide more options to discover the most effective message.

In addition, in order to provide us with “more control”, the ad rotation settings will be available at the ad group level. Therefore, we can have more than one setting in a single campaign. AdWords also explained that if you would like to optimize your bidding strategy for conversions then you will be using Smart Bidding strategies, for example, Enhanced CPC, target CPA, or target ROAS, which will automatically set your rotation to “Optimize.”

How the Change will Take Place

The change will take place automatically in late September so advertisers will not need to take any measures in advance. However, for those who are currently using the “Rotate Evenly” option, it is recommended to switch to an optimize option in advance of the change in order to make the most out of future ad tests. Likewise, those who are currently using the “Optimize for Conversions” option should consider more carefully their Smart Bidding strategy. By evaluating the best bidding option, it will help them optimize their bids in real-time auctions.

If you would like more information about this topic, you can read the official announcement posted on Inside AdWords about the changes to the ad rotation which will go into effect on September 25th.  You can also visit the Adwords Help Center, to get some general information about ad rotations.

Savvas Kyriakides is a passionate entrepreneur and Digital Marketing Strategist. His ability to quickly grasp and understand many different business models and verticals combined with his passion for digital marketing and strategy, enables him and his team to execute sharp, focused and measurable action plans for Savvy clients.

Savvas is a keen chess player, having played chess at international level as a student and young adult. This included participation in three World Chess Olympiads and a World Chess Junior Championship. Savvas has applied his chess skills involving strategy, focus, concentration and understanding of the competition to digital marketing. Every move is connected and measurable.