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Google amends ‘rotate evenly’ feature on AdWords

Google continues to make regular changes to its AdWords feature and, in some cases, that means reverting back to previous setting options. Last month Google revealed its plan to alter how creative rotation works in AdWords. The company adjusted the option to rotate evenly for a period of 30 days, after which AdWords would show the user his or her highest performing online marketing opportunity.

However, B2B marketing professionals were vocal about their disinterest in the latest changes and noted the lack of an opt-out option as well as the potential for the 30-day even rotation window may be shorter than the testing window for new ads. Fortunately, Google kept its ear to the ground, digested the feedback and recently announced updates to the service.

Firstly, Google will expand the even rotation period from 30 days to 90 days to give users a longer window for testing new and popular advertisements. Secondly, marketers who prefer to have their ads rotate evenly for an indefinite period of time will be able to opt-out of the change. These two changes will go into effect on June 11, 2012.

Google listens to its users, and if a feature change is unfavorable among a large population, the company will not hesitate to amend feature upgrades. With the extended window and opt-out options, users will be able to have a more encompassing website analytics strategy, which may help lead nurturing practices.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.