Google has recently announced changes in the ad rotation settings. The settings from now on will have only two options- ‘Optimize: Prefer best performing ads’ and ‘Do not optimize: Rotate ads indefinitely’

Which is currently being displayed as

The past conflicts with settings

Firstly, Google declared the use of “rotate evenly” for 30 days before going for “optimize for clicks”. But, then again it reinitialized “rotate indefinitely” which was used by the users to optimize the clicks.

Google has consistently encouraged user to use “optimize and rotation” and run three ads per group.


Information about the change

  • Ad rotation is set at ad group level and not at campaign level
  • An even rotation is provided in the “Do not optimize” option
  • Smart bidding strategies are used to optimize for conversions
  • This change is to be implemented from September.


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