Last month Google announced that they would be making changes to their ad rotation format, but not everyone was on board with the revisions. Previously there were three settings that applied to ad rotations – ads could be optimized for clicks, optimized for conversions or they were set to rotate evenly for an indefinite amount of time. If you chose the option to rotate your ads evenly, you may have been conducting split testing as we do routinely at Site Pro. This is an effective way to improve your ad’s clickthrough rates and conversion rates over time.
Decidedly, Google made a change to the “rotate” option by swapping it from an indefinite number of days to a 30 days rotation period maximum. After the 30 days were up, the ads would then be optimized based on click-through rate performance. This change was applied to all AdWords accounts, and users did not initially have the option to “opt out” of this setting revision. Unfortunately, this was a cause for concern for many advertisers such as you, who were afraid that 30 days may not be an effective time period in all ad testing situations. Others didn’t want the change applied to their account at all, and didn’t understand why they couldn’t maintain the original settings.
And so Google went back to the drawing board. They defended their choice to optimize ads after 30 days saying that ads that show promising CTR’s during the 30 day rotation period have often been shown to have increased rates after the rotation has closed and during the following optimization. Google believe that 30 days is all you need to prove how an ad will perform in the future, and has stated that is an adequate amount of time for ad testing. However, many advertisers were unsure about this limitation, and due to negative feedback, Google chose to expand the rotation period from 30 to 90 days. This allows for a longer ad testing period for your campaigns, so you can trust that ads have been optimized based on a three-month performance basis, versus the prior alternative.
Due to the mixed feedback about the inability to “opt-out” of the new rotation settings, Google has also decided to give users the option to stick with the original setting, which evenly rotated ads for an indefinite number of days. In order to opt-out of the new settings, you will need to call your AdWords account representative. Just remember that any campaigns you keep subject to the original rotation rules will run indefinitely, and you risk diminished performance if you are not continuously updating your split testing.
As always, these new offerings are all about Google providing options for you. This is a mutually beneficial relationship, and Google is working to make sure that your accounts are generating clicks and conversions at their highest potential levels. Take some time to study your accounts and feel free to experiment with the new rotation options before committing either way. If you are excited to get back to your old method of ad testing, the option is only a phone call away!
You may also use the opt-out form provided by Google at: https://services.google.com/fb/forms/rotateoptout/?utm_source=supporter_message&utm_medium=email
This entry was posted on Thursday, June 14th, 2012 at 2:51 pm and is filed under PPC Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.