New simplified rotation options for AdWords Ads starting from 9/25

New simplified rotation options for AdWords Ads starting from 9/25

Google is beginning to notify the change of ad rotation settings, which will be operational starting from September 25th.
The available settings are reduced by the current 4 (Optimize for clicks, Optimize for conversions, Rotate evenly and Rotate indefinitely) to only 2:

  • Optimize – Prefer best performing ads (which will regroup old optimize for clicks/conversions settings and use Google’s machine learning technology to deliver ads that are expected to obtain better performance);
  • Do not Optimize – Rotate ads indefinitely (which instead will have the same behavior of the previous rotate indefinitely option).

Campaigns currently using the “Rotate evenly” option (which had ads rotating for 90 days after the last change and then optimize for clicks) will automatically be switched to “Optimize” as well as those using one of the “Smart Bidding” options (Target CPA, Return on Ads Spending, Maximize conversions and Enhanced CPC), which will remain the closest combination to the old “optimize for conversions” setting. Here is the original announcement from Google.

After 9/25 you will be also allowed to set different rotation options at ad groups level (before it was only at campaigns level).  The transition will be automatic and you do not need to make any changes if your new options are fine.
If you’re not an AdWords expert and have not time to monitor your ads’ performance continuously, my personal advice is to use the Enhanced CPC or Maximize conversions or CPA (Cost per Action/Acquisition) bidding along with the rotation option “Optimize”.  This is valid only if your account is tracking goals (which is absolutely essential to automatically optimize it) and there are enough conversions (1 or 2 per day) to give Google’s machine learning algorithm enough numbers to work properly.  If that is not the case, you need to start tracking some “behavioral” conversions (file downloads, mail/tel link clicks or much longer visits than the average time) or start praying any divinity available to help you. You will definitely need it 😉

Gianpaolo Lorusso
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