May 2, 2012 113 reads by Navneet Kaushal

Google has limited the ad rotation in Adwords to 30 days. Google announced that this change will come in effect next week. Once the 30 days are over, the ads will be optimized by AdWords to provide a list of ads doing well (top in converting and getting clicks).

As Google has been quoted, “Instead of rotating creatives for an indefinite period of time, this setting will only rotate for a period of 30 days;  After that, the setting will then optimize to show the ads expected to generate the most clicks.  Every time a creative is enabled or edited, the ads in that ad group will rotate more evenly for a new period of 30 days. This change will be rolling out next week. At that time, ad groups with creatives that haven’t been added or modified in the past thirty days will see this new ad rotation behavior. Otherwise, this change will begin 30 days after your last creative was enabled or edited.”

What has changed?

Earlier AdWords offered three choices for ad rotation: optimize for clicks, optimize for conversions, and rotate evenly. This allowed PPC experts to test extensively new creative and also judge the high performing ads. But now, in its pursuance of quality user experience, Google has pulled the plug on the ‘indefinite’ ad rotation feature, and has limited it to 30 days. This change has been met with disappointment by PPC experts and webmasters.

No more Testing of Ads?

In 2008, Google AdWords had the default setting for ad rotation for AdWords as:

  • Optimize for Clicks
  • Rotate: Show Ads More Evenly

The Optimize for Clicks option allowed PPC managers to study their metrics and compare easily which version of their Ad performed better, got more clicks, was displayed frequently and why. Then in 2011, Google announced a new AdWords feature ‘Optimize for Conversions’ which showed the ads that were expected to convert more.

Testing is absolutely essential for PPC account managers to know which copy of their ad is doing well. Ads are shown at different times and this allows PPC managers to test ads and know which ad copy is getting the best CTR. But with the new change, the ad managers have not indefinite time, but only 30 days to test each ad.

30 Days too less to run tests and make changes

30 days is too short a time to observe and arrive at accurate conclusions. This time limit has PPC service providers in a fix as they will have to streamline all the campaigns with thousands of ads running to work in a 30 day schedule.

What Road to Take Now?

While we all wait for some solutions to come forward, you can take these steps:

  • Work on a less than 30 days ad testing schedule. Set up reminders with your campaigns and get down to rigorous Ad testing.
  • AdWords Campaign Experiments can be a help too. These let you run tests on a number of things for up to 3 months per experiment. Use this setting to split test two versions of a campaign at the same time. Benefit from the real-time testing aspect of AdWords Campaign Experiments as it can help lessen the effect of external factors on your tests, such as other sales/marketing initiatives, changes in the competitive landscape, and seasonality fluctuations (by day, week, or month).

Here are some resources from Google to help you understand AdWords Campaign Experiments better:

Do you have any other suggestions to deal with this limit? Do share them here.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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