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.

Google AdWords recently updated matching behavior to two of the three match types. In the past, Google had three distinct match types: broad, phrase and exact. Now, Google says that phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations. Previously, advertisers had to manually add all of the aforementioned keywords to their keyword list.

Google believes that these changes will be broadly beneficial for users and advertisers.

Adding misspellings to phrase and exact match types helps advertisers focus on user intent because people aren’t perfect spellers or typists. Google says that at least seven percent of search queries contain a misspelling; and the longer the search query, the higher the rate for a misspelling.

In addition, adding singular and plural forms of keywords as well as stemmings (example for the root trim, including stemmings such as trimming, trimmed, trimmer, etc.) will keep the same intent of the searcher but make it easier on the advertiser to create keyword lists.

Google has been rolling out this new keyword feature and it will be available to all advertisers by mid-May. Advertisers will still be able to use the traditional phrase and exact match types without the added variants if they desire. Under the “Advanced settings” section in the “Campaign settings” tab, Google AdWords users will see the following Keyword matching options:

Google AdWords recently announced that they added enhancements to their location targeting capabilities to make location targeting clearer and more powerful. Now, they are introducing location insertion for location extensions.

With Location Insertion, advertisers will no longer need to create multiple ads for multiple locations. Location insertion for location extensions automatically inserts the city, phone number or zip code of your location that matches the searcher’s geographic location into your text PPC ad.

To implement location insertion in your ads, you must have location extensions enabled in your campaign. To enable location extensions, go to the “Extensions” tab within AdWords. Under “View” select “Location Extensions.” You have the option to select a location from a Google Places account or manually enter an address.

Once location extensions are enabled, you will add a parameter to your ad text. When appropriate, Google will replace the parameter in your ad with the information that matches the location extension. Google detects location based on either where the searcher is physically located or geographic locations that they have been interested in.

You can use the parameters to dynamically replace the city name, postal code and phone number within your ad and can be inserted into your ad title, text, display and destination URLs.

Below is Google’s example ad that has been implemented with location insertion.