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Mike Friedman

Important: Your AdWords ad rotation settings will change on September 25, 2017

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I received this email last night from Google AdWords:



Dear AdWords advertiser,

Your ad rotation setting determines how AdWords delivers your ads into the auction. You’re receiving this message because one or more of the campaigns in your AdWords account (Customer ID:  XXX-XXX-XXXX ) uses the "optimize for conversions" or "rotate evenly" setting(s).

What's changing?

Starting September 25, 2017, three updates will be made to simplify and improve ad rotation:

1. There will only be two ad rotation settings:

 • ‌"Optimize" will use Google's machine learning technology to deliver ads that are expected to perform better than other ads in your ad group.

 • ‌"Rotate indefinitely" will deliver your ads more evenly for an indefinite amount of time.

 Starting September 25,"optimize for conversions" and "rotate evenly" will be greyed out in the AdWords interface. This means:

 • Campaigns using "optimize for clicks", "optimize for conversions" or "rotate evenly" will use "optimize."

 • Campaigns using "rotate indefinitely" will stay the same.

2. Campaigns using Smart Bidding will use "optimize" regardless of their ad rotation setting.

3. Ad rotation settings will be available at the ad group level.

Next steps

You do not need to take any action at this time. If you’d like to continue optimizing for conversions, we recommend using Smart Bidding. If you have any questions about ad rotation, please reach out to your account management team, or contact us at any time.

The Google AdWords Team




They are getting rid of the bidding options to "optimize for clicks" and "optimize for conversions". Neither of those were recommended to use anyhow, and hopefully nobody was. 

What I do not get, and it is something you will need to change in your account on the 25th of September is that if you were using "rotate evenly" it will change to "optimize" instead of the new "rotate indefinitely".

It would make more sense for that to change to "rotate indefinitely" to me.


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