Google announces that the "rotate" setting for AdWords ad rotation will be changing starting next week, that will "provide users with the most relevant ad experience" and should "help advertisers improve the performance of their AdWords accounts."
"Instead of rotating creatives for an indefinite period of time, this setting will only rotate for a period of 30 days. After that, 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 more evenly for a new period of 30 days," explains Karen Yao, Senior Product Manager.
"At the time rolloing the change, ad groups with creatives that haven't been added or modified in the past thirty days will see this new ad rotation behavior. Otherwise, this change will begin 30 days after your last creative was enabled or edited," Yao adds.
For those news, "AdWords currently offers three ad rotation settings: optimize for clicks, optimize for conversions, and rotate evenly. Using the "rotate" setting for ad rotation is helpful for testing new creatives, but when run indefinitely can inhibit advertiser performance and deliver less relevant ads to our users."
For more information on this change, please visit this article in AdWords Help Center.