AdWords has long provided users with convenient ways to test their online marketing efforts, but a recent change to the interface may force professionals to alter how they use the program. The "rotate evenly" setting on an AdWords campaign allowed marketers to discover which promotional pieces led to greater lead generation rates. However, Google is set to update the option next week, stopping the rotation of ads after 30 days and changing it to a default option. Currently, three settings already exist in AdWords – rotate evenly, optimize for clicks and optimize for conversions. The latest change to the service only affects the rotate evenly setting.
The rotate setting was thought to be essential for finding which ads made the biggest impression on consumers, especially for marketers who continuously change the face of their ads. Unfortunately, when ads run indefinitely, it can hurt advertisers by driving less relevant content to users, Google cited on its blog. The rotation change may improve B2B marketing efforts, making information more accessible online. In fact, decision makers who've come to the internet to find prospective clients are more likely to see ads if they remain constant.
Marketers can restart the 30-day window when they make edits to the advertisements, so "rotate evenly" isn't eliminated completely from AdWords.