MichelleMSEM's Q&A with an AdWords Rep About the New Ad Rotation Settings
May 16, 2012
For those of you who keep reasonably up to date with the goings on in Google AdWords, you’ll know that they’ve recently made some changes to the ad rotation options. The original 3 settings were:
– Optimize for Clicks
– Optimize for Conversions
– Rotate evenly
The most recent changes have been made to the Rotate evenly setting. Now, if none of your ads in an ad group have been updated in more than 30 days, Google will automatically start optimizing for clicks.
I could go into a nice long rant about how terrible I believe these changes are, but that’s for another day. If you dislike this change as much as I do, please sign the petition to get it changed.
Anyway, on to the Q&A. This is a summary of a instant message conversation between my Google rep and I. In it, I’m the one asking the questions, and he’s the one giving answers.
1.) What day will this change take effect?
– I’m not sure. They don’t tell us that information. We find out when everyone else does.
Answer: May 11th. This setting is already live in your accounts.
2.) Is there an opt-out option?
– No, there is no opt out. Everyone’s accounts will have this.
3.) How quickly do the changes take effect?
– If on launch date, your ads haven’t been updated in 30 days, the algo will immediately begin serving your ads on an optimize for clicks basis. If there isn’t enough data to optimize for clicks, it will continue to rotate until there is.
4.) Will there be an alert or a notification to tell me when an ad group is switching to or is in optimize mode even though others are not?
– No, there are no notifications.
5.) Will there be a way to tell if an ad group has gone into the optimize for clicks setting?
– I don’t believe you will be able to tell other than seeing impression distribution changes.
6.) Does this affect only search campaigns or does it happen in display campaigns as well?
– This will happen in both search and display.
7.) Is there a threshold for optimize for clicks like there is for conversions?
– Optimizing for clicks is a very different calculation than optimizing for conversions. It’s based more of a confidence interval rather than an actual threshold.
8.) Is there a setting to make it optimize for conversions after 30 days rather than optimizing for clicks?
– There’s no automatic setting for that. You would have to do it manually.
9.) How much will optimizing for clicks throw off my ad copy tests if I don’t get to it immediately after the 30 day limit?
– It will have some effect, but it shouldn’t immediately make your tests invalid. The serving percentages don’t automatically go from 33/33/33 to 98/1/1. Depending on the data, they will go to something more like 45/35/30 or 40/40/20.
10.) Since the ad rotation settings are at the campaign level, will updating an ad in one ad group keep the entire campaign from going to optimize for clicks?
– No. These decisions are going to be made at the ad group level, so each ad group would have to have at least one ad updated every 30 days.
11.) How major does the ad change have to be? Can it be something small or does it have to be a completely new ad?
– Any change at all will make the 30 clock reset.
12.) Does pausing or activating an ad count as a change and reset the 30 day clock?
– Yes, this will reset the ad test for each ad group you pause/enable campaigns in.
13.) If I change the rotation settings at the campaign level from Rotate Evenly, to Optimize for Conversions, and back to Rotate Evenly, will the 30 clock reset?
– No, because the clock changes only when the ad is changed, paused, or enabled.
If anyone has any other information given to them by their reps or has found contradictory answers anywhere, please share them in the comments!
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.
Where Does Your Hero Conf Dollar (or Pound) Go?
5 Common Excel Issues And How To Fix
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups. In this post, we’ll go through some common problems, and how to fix them.
[New Whitepaper!] Guide to Google AdWords: Advanced Edition
In this whitepaper, you will gain a greater understanding of the distinction between e-commerce and lead generation PPC strategies, learn the effective use of Remarketing, how to utilize advanced segmentation for improved targeting, cross-device attribution, and how to use automated rules in your accounts.
Google Announces Controversial Updates To The Keyword Planner Tool
Google updated the AdWords Community on the state of the Keyword Planner tool and the response from several advertisers was quite dramatic.
7 Overlooked Facebook Power Editor Features That Will Save You Time
I will be sharing often overlooked time-saving features for Facebook Power Editor so you can spend more energy on the tactics and strategy.
Ecommerce Secrets with Google, Bing, & Hanapin - New Webinar Panel!
This Thursday, August 18th at noon EST, we'll be hosting a webinar called "Supercharge Holiday Sales With These Must-Have PPC Tactics." Presenters include Carrie Albright, Jose Rodriguez, Purna Virji, and Matt Umbro.