Google Adds "Rotate Ads indefinitely" in the AdWords Web Interface; Impression Share Reporting and Historical IS Data Changes Announced

Google now provide the option for ads to "Rotate indefinitely" in the AdWords web interface anyway."If you select "Rotate indefinitely" option for your campaign, we will show lower-performing ads about as often as higher-performing ads. For most advertisers, this may result in fewer, more expensive clicks and your ad appearing in a lower position. So […]

Google adds option for ads to Rotate indefinitely in the AdWords web interface

Google now provide the option for ads to "Rotate indefinitely" in the AdWords web interface anyway.

"If you select "Rotate indefinitely" option for your campaign, we will show lower-performing ads about as often as higher-performing ads. For most advertisers, this may result in fewer, more expensive clicks and your ad appearing in a lower position. So we generally don't recommend "Rotate indefinitely." But the choice is yours," Google wrote.

To view or adjust ad rotation in the AdWords interface, "click on the Settings tab of the desired campaign. Then, in the "Advanced settings" section, click "Ad delivery: Ad rotation, frequency capping"."

In addition, Google today discontinues the ad rotation form stating, "with every option now available directly in the AdWords interface, today we're discontinuing the ad rotation change opt-out request form."

"If you previously requested to opt-out of the ad rotation changes, we will change campaigns in your account that are set to "Rotate evenly" to "Rotate indefinitely" near the end of October," posted Mark Martel, Google Ads Team.

For all new campaigns where you want ads to rotate indefinitely, you should select the option directly in AdWords and not rely on the opt-out submitted earlier via the form.

In another blog entry, Google announced that in early November, "AdWords impression share (IS) reporting will get some improvements to give better insights, including new columns and hour of day segmentation."

Along with these improvements, Google also made some changes in the availability of certain historical IS data. Here's a list of the improvements:

  1. Distinct search and display columns added to separate search and display impression share.
  2. "Hour of day" segmentation let you evaluate how your ad coverage varies by the hour.
  3. Filters, charts and rules. You'll be able to apply filters, see charts, and create automated rules using IS metrics.
  4. Improving Accuracy "of how we calculate impression share dat," Google informs.

In addition, there will also be "some changes to the availability of historical IS reporting data and Google will be phasing out the existing columns."

"Up until February 2013, data will continue updating in the existing IS columns. Once the existing IS columns and data are retired, you'll only have access to the new IS columns. If you rely on historical IS data for reporting or decision making, plan to preserving pre-October 2012 historical IS data ahead and take action before November," Google informed.

To preserve an offline copy of your pre-October historical IS data with the existing columns, you must download all desired reports before the start of November 2012. "After early November you'll only have historical IS data for the existing columns going back to October 1, 2012," Google adds.

Below are the key milestones.

MilestoneExisting IS ColumnsNew IS Columns
Early November 2012Historical IS data in existing columns will only be available going back to October 1, 2012New IS columns appear for the first time with historical IS data available going back to October 1, 2012
February 2013Existing IS columns and data permanently retiredHistorical IS data available in new IS columns back to October 1, 2012