Last month, Microsoft adCenter announced that it was planning to release a new ad rotation option and the new setting is now live within the advertising platform.
Advertisers now have the option of two different rotation settings — the first option is to show your ads that receive the most clicks most frequently, while the second option is to have your ads rotate evenly, regardless of the number of clicks the ads received. In the past, Microsoft adCenter only had one setting to rotate all ads evenly.
When an advertiser chooses to rotate their ads more evenly, they will have the option to test different ad headlines, description text and vanity URLs to see what performs best according to their metrics and campaign goals. Using the ad rotation option to optimize for clicks allows advertisers to have the search engine automatically show the better performing ad, based on the click-through rate metric, but may not always be in line with other goals such as conversions or even cost-per-acquisition.
To update your ad rotation settings in Microsoft adCenter, in the Settings tab of your ad group, go to Advanced Settings and you will see the new ad rotation option. The default setting is to optimize for clicks.