Google AdWords recently announced an update to its Campaign settings for keyword matchings. Now they have said that its ad rotation setting will also change.
Previously, AdWords offered three ad rotation settings: optimize for clicks, optimize for conversions, and rotate evenly.
Below is a screenshot of the old Ad rotation settings:
Google says that starting next week, instead of rotating ad creatives for an indefinite period of time, this setting will only rotate for a 30-day period. After this period, 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 evenly for a new period of 30 days.
When this new ad rotation goes into effect next week, ad groups with ads that have not been added or modified in the past 30 days will see this new ad rotation behavior. Otherwise, this new ad rotation change will begin 30 days after your last ad was enabled or edited.
Google says that this change will enable them to provide users with the most relevant ad experience and should help advertisers improve the performance of their accounts.