Last month Google announced that they were updating the ad rotation settings for AdWords campaigns. To clarify, the new ad setting would only rotate ads for a 30-day period, rather than rotate for an indefinite period of time. Google said that AdWords would optimize to show higher performing ads more frequently every time a new ad variation was included.
Due to the number of concerns from advertisers regarding this ad rotation setting change, Google has announced that they are planning to make two changes to the setting. The first change will expand the even rotation period from 30 days to 90 days to give advertisers a longer window for testing new ads. Secondly, if advertisers still wish to have their ads rotate at the same pace indefinitely, Google is going to offer an opt-out of this setting change. Advertisers who wish to opt-out of this setting must complete a form or contact a representative. Google says that if they see a large demand for the opt-out over the next few weeks, they will add an opt-out in the AdWords interface.
The two new updates to the ad rotation setting will go into effect on June 11, 2012. Google strongly believes that updating the ad rotation settings will enable their paid search platform to show higher quality ads to online users and also show better performing ads for their advertisers.