Google AdWords Even Ad Rotation Update: Take 3


October 8, 2012

Have you heard the good news?  If not, here it is – Google has, once again, updated its ad rotation options.  If you’ve checked out our previous posts on the issue, you know that on the fateful day of April 30, Google announced they would be making some drastic updates to the even ad rotation settings.  This update resulted in the end of the even ad rotation setting, which would only be available for a max of 30 days when an ad was edited or created.  Outside of that, ads would optimize for clicks, by default.

As you can imagine, this update received much backlash from advertisers, who joined together to sign a petition and express their unhappiness to Google.  Thankfully, Google listened – in June, an additional update was made to the even ad rotation setting, putting more power back in the advertisers’ hands.  This update gave advertisers the option to physically opt out of the update altogether through the use of a request form.  If advertisers did not do that, new or updated ads (on the even ad rotation setting) would rotate evenly for 90 days instead of the previous 30, allowing for more time to accrue statistically significant data.

Although advertisers were given the option to opt out of the 90-day rotation so that ads set to “rotate evenly” would rotate indefinitely, Google said that less than 1% of advertisers actually did.  Maybe advertisers were satisfied enough with the 90-day rotation capability, or maybe we were too lazy to submit the form to Google.  Either way, it doesn’t matter!  Google’s latest update to the even ad rotation setting gives us the “rotate indefinitely” option right back in the interface!  Another great update from Google that puts more power back in the advertisers’ hands.  You can forget

about the opt-out form, too.  Google has done away with that, so there’s no need to submit it.  If you’re interested in the “rotate indefinitely” ad rotation option, just choose the option under ‘Advanced Settings’ for your campaigns in the AdWords UI, listed underneath the ‘Ad delivery: Ad rotation, frequency capping’ options.

What do you think of the “Rotate Indefinitely” option?  Will you opt your campaigns into this setting, or stick with the 90-day rotation for new/updated ads?  Share your thoughts in the comments section!