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Google (once again) allows you to rotate ads “indefinitely” in AdWords

Posted October 2nd, 2012 by Andrew Goodman

Logging into campaign settings, you might be surprised to see four ad rotation options now. Two “optimize” settings, one “rotate for 90 days, then optimize for clicks,” and now, “rotate indefinitely”.

In other words, the setting that was the only and original setting in AdWords, and for a long time was one of the two main settings people used (though the optimize for clicks, or “performance” setting soon became the default).

Google’s explanatory wording seems to take a bit of a potshot at those who would cling to this setting, saying something to the effect that “no matter what happens, bad performing ads will show right along with the good performers forever and ever and ever…”

We’ll take the insults, if it gives us the opportunity to go back to deploying custom testing strategies when we so choose. We’ll certainly consider optimize settings where they make sense.

Google makes it official on the Inside AdWords blog. They note that there is no longer the need to lobby for this feature through a request form, as the setting has been added to the interface (even though “fewer than 1% of advertisers” requested it).

2 Responses to “Google (once again) allows you to rotate ads “indefinitely” in AdWords”

  1. Sylvain says:

    I don’t see Google having much to lose with this move. They will make you pay by decreasing your QS if the CTR is not good enough. And if you don’t take any action to improve the CTR, your ad group will be as good as dead once your QS goes below 3 or 2 for most keywords.
    Either way, Google wins…

  2. If they hadn’t taken the option away in the first place, they would have saved themselves a lot of time and angst. Personally, I believe that an optimized ad group with multiple high performing ads can and will outperform any single ‘best’ ad, as I described in the Van Wagner Ad Sets Optimization model. In other words, there are cases, perhaps the majority of cases, where the economics of even rotation favor Google’s bottom line more so than optimized.

    On a related topic, I don’t understand why Google’s bid setting for CPA bidding, doesn’t use CTR and CVR (conversion rate) together. Wouldn’t the best signal for optimal user experience be the ad with the highest Click through rate AND highest conversion rate? As I understand it, the ad rotation option and the bid option operate independently. That seems sub-optimal to me. The best chance for CPA optimization is to factor ad keyword-ad pair performance that includes both CTR and CVR.


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