Starting in late September, AdWords announced simplifying ad rotation to two settings: “optimize” and “rotate indefinitely.” The right ad rotation helps show best ads to people looking for what advertisers have to offer and the newer update will make it clear which rotation makes the most sense for your business.
Optimize for best ads
Powered by Google’s machine learning technology, the new “optimize” setting prioritizes ads are expected to perform better than other ads within an ad group. This setting will optimize ads for clicks in each individual auction using signals like keyword, search term, device, location and more.
Using an optimized ad rotation with three or more ads per ad group can increase both clicks and impressions. The more of the ads a system can choose from, the better the expected ad performance.
Simplifying even rotation
While an optimized ad rotation works best for most advertisers, several prefer more control with an even rotation. Because the “rotate indefinitely” setting is already the easiest way to give ads equal preference, it will be the sole option for an even rotation going forward.
And to give advertisers even more control, ad rotation settings will be available at the ad group level, meaning that they can use multiple rotation settings across a single campaign.