To aid advertisers in deciding the right ad rotation, so they can show best ads to people looking for their business offers, Google announced a change to the ad rotation settings in its AdWords program that's now powered by machine learning (ML) technology.
Begining, late September, will be just two ad rotation settings named "Optimize: Prefer best peformaing ads" and second, "Rotate ads indefinitely: Do not optimize."
Optimize for your best ads
This new setting within an ad group "prioritizes ads that are expected to perform better than other ads." And, by using signals like keyword, search term, device, location and more, it optimizes ads for clicks in each individual auction.
Google notes, since "optimized ad rotation" increases both clicks and impressions, when there are three or more ads per ad group. It's better, that advertisers serve more ads to the system to choose from for better ad performance.
And, to prioritize conversions, it's best to use Smart Bidding, that helps to tailor bids based on the likelihood of a conversion, and choose the ad most likely to drive that conversion, writes the team.
When, Smart Bidding is in use, AdWords automatically uses "optimize" ad rotation setting.
Even rotation simplified
To those, who prefer more control with an even rotation, the "rotate indefinitely" setting will be the sole option going forward. And, it'll also now available at the ad group level, "so the you can use multiple rotation settings across a single campaign."
Google also announced changes to sub-account deletion in the Content API for Shopping, that will take effect on Sep 28, and will change the default behavior of Accounts.delete to only "delete empty sub-accounts."
As on today, a new force parameter, currently defaults to true is in effect, and on Sep 28, it will change default value to false. After this change, "you must set this parameter to true to delete non-empty sub-accounts," writes the team. "Attempts to delete non-empty sub-accounts with force = false will result in a 403 Forbidden error. The error will also explain how to delete the non-empty account."
Once this change is live,
- To delete an empty sub-account, you do not need to make any changes.
- To delete a sub-account that contains products, you must set the new force flag to true when calling Accounts.delete, team explained.
If you are using one of the Content API client libraries, "you will need to update to a version published after Aug 28, 2017 to take advantage of this new parameter," google said.
What do I need to do?
Right now, we suggest you familiarize yourself with the new force parameter. If you regularly delete non-empty accounts, you should adjust your code to set force to true to avoid errors when the default behavior changes. If you want to inspect the error that you will receive after the default behavior changes, you can manually set the force parameter to false and attempt to delete a non-empty account. (Of course, we suggest you create a new sub-account and add some products to it to try out this new behavior, instead of calling it on an existing live account.)