Google has announced that the "rotate" feature in AdWords will change starting next week. The change limits ad rotation to 30 days. After the 30 days, AdWords will optimize and show the ads that are converting the best and getting the most clicks.
Currently AdWords offers three different variations for ad rotation: optimize for clicks, optimize for conversions, and rotate evenly.
The rotate setting is great for testing new creatives and seeing which ads are performing the best. But Google is finding that when running these ads indefinitely can hurt advertisers by driving less relevant ads to users.
Each time a new ads goes into the mix it will reset the clock to 30 days to more evenly distribute the ads. After the 30 days it will auto-optimize your ads to show the most clickable ad.
When this new feature rolls out, all ads that are older than 30 days will auto-optimize to the most clickable ad rotation behavior. Otherwise, it will be 30 days from the day the new creatives for ad rotation were added.
Google feels that this will help show users more relevant ads, get you more clicks to your website, and improve overall AdWords account performance. What do you think?