In the next few weeks, Mirosoft Advertising to its adCenter advertisers will made able an "Ad Rotation." adCenter Ad Rotation will be available at the ad group level where keywords connect with ad copy and you can choose between two ad serving options: "Optimize for clicks" and "Rotate ads more evenly," Microsoft posted.
"Your ads will continue to serve based upon the settings you choose without any time restrictions because we acknowledge that different keyword/ad copy combinations need different amounts of time to establish a performance history."
"Establish a testing goal. Just like other tests, there is an opportunity cost when you conduct Ad Rotation testing. A higher CPC will likely apply to ad copy with a lower CTR, and campaign managers need to establish a clear goal to justify this testing cost if it incurs.
Create a testing procedure. In general, you should identify top selling points for your products first, then fine tuning the talking points for each selling point. For example, an advertiser selling computers could create ad copy to reach customers with different selling points, such as budget, function, and services. Unless a dominated selling point is being clearly identified, you should maintain two or three different ad copy versions to reach a wider range of customers. After key selling points are identified, it's time to tune the talking points. For a budget-minded customer, our computer advertiser could tune their ad copy to determine if revealing the computer's price, such as $899, or rather its discount, such as 20% off, is more effective.
Develop a plan to systematically compare ad copy performance. All your work setting up testing programs will be lost without tracking its performance and measuring cost. By setting up a measurement system, you will be able to compare the cost and benefit of your on-going Ad Rotation testing," explains Microsoft adCenter team.