Mar 1, 2011 114 reads by Navneet Kaushal

Google has announced that it has added a new option in AdWords. This new option called 'Optimize for conversion' is included in the ad rotation settings, adding one more option to the two already present – Optimize for clicks and Rotate.

Google gives a brief account of what led to the addition of the third ad rotation setting, “We’ve always encouraged you to test multiple ads in each ad group, and we’ve offered our help by showing ads with the highest clickthrough rates more often. However, some of you have told us that the ad with the highest clickthrough rate isn’t always the ad with the highest conversion rate and that you’d like to be able to optimize for conversions rather than clicks. Starting today, we’re allowing you to do just that.”

Now lets look at the function of each of the three (with the newly added option) ad rotation settings:

  • Optimize for clicks – Selecting this option will display the ads that are most likely to get clicked on.
  • Rotate – This option shows the ads more evenly so you get a more balanced feedback of which ads are performing best.
  • Optimize for conversion – Like the name suggests, this option will optimize your ads for maximum conversion such as sale, registration at site or for newsletter and so on.

You need to have Conversion Tracking set up in your AdWords account to be able to use the new setting. In the Conversion Tracking, go to the Settings and then to the Advanced Settings, and finally to the Ad delivery: Ad rotation, frequency capping section. You'll see three options now; Optimize for clicks, Optimize for conversion and Rotate, instead of two. Selecting the Optimize for conversion option and saving it will apply the option's effects to all the ads that appear on Google and its search and display partners’ sites.

Advertisers can expect an increase in ROI with this cool new AdWords update. Now if you have read it, go give it a try and see how it helps. If you require further information, you can go to Google's Help Center.

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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