The Google AdWords team recently added into the AdWord interface the option to rotate ads evenly for an indefinite amount of time. It allows online advertisers using Google AdWords, as part of a more advanced internet marketing strategy, to have all their ad copies display for an equal amount of time (i.e. 4 ad copies = each ad copy visible 25% of the time).
This update restores indefinite ad rotation settings and once again allows online advertisers to have full control of ad rotations from the AdWords interface without the need to manually opt-out of these setting by filling out a form found outside the interface. The old setup debilitated the ability for some AdWords users to obtain credible and relevant back-end data, thus skewing their results.
With this update it seems that the AdWords team has come full circle to bring AdWords users an ideal back-end ad copy rotation solution – they reintroduced the automated ad rotation feature but thankfully left all previous features enabled. We at CHEGO believe this is a win-win for the online advertising community: Small advertisers have easy-to-configure options that will help ensure that their best online ads run effectively and more advanced advertisers regain powerful testing tools.
2012 Ad Rotation Updates
On April 30th, 2012, it was announced on Inside AdWords, Google’s official blog for, news, information and tips on AdWords, that the “rotate ads evenly” feature would be discontinued. Read the article New Changes to Ad Rotation. The update stated that the new rotation settings would end after a period of 30 days, at which point the AdWords system would automatically select the ad copy with the highest click through rate and run it exclusively. This announcement was not received favorable by the online marketing community as it took away control from the AdWords user and handed it over to the AdWords system for automation.
The AdWords team responded to the feedback on June 1st, 2012 with this article, Update to the recent ad rotation change. The June update sought to solve the concerns from the online advertising community. One of the primary concerns was that a 30 day ad copy testing period was too brief to achieve meaningful results and acquire relevant data. To alleviate these concerns, the online ad rotation period was extended to 90 days. The second update made in June was the inclusion of an opt-out form that when filled out allowed ads to rotate indefinitely.
Ad Rotation Lessons
After examination of the updates Google made to its AdWords ad rotation control settings, a few underlying lessons jump out:
- If you have ads that perform significantly better after a period of time or after a specified number of clicks, pause those ads that under-perform and increase those with higher click-through-rates.
- The time it takes to test ad copy can vary for different online advertisers.
- There are a significant amount of AdWords advertisers who do not properly utilize ad rotation for testing.
Good ad copy is one of the corner stones of any successful AdWords strategy. The way to create the best ad copy is to consistently test and tweak your ad copy. Uncovering the ad copy that works best for a particular advertiser can be a laborious and time consuming task. One type of ad copy may do wonders for one business, but not necessarily have the same results for another business. The rewards for following through on continuous ad testing and ad improvements are significant. At CHEGO, we have found that these efforts lead to a higher number of increased click through rates, decreases in costs per click and often increases in conversion rates.
If you would like to schedule a review of your ad copy or hire us to manage AdWords, call or contact CHEGO, Inc. today.