When using AdWords, one adjustable setting is how often your ad rotates. Utilizing the right ad rotation helps display your ads to your target audience and eventually give you a profitable ROI. In the past, there have been four options to choose how often your ad will rotate, and it’s not always easy to choose which route is best for your goals. Starting in late September, Google is simplifying ad rotation to two settings: “optimize” and “rotate indefinitely.”

What’s the difference?

Optimize

Using machine learning technology, Google can identify and connect keywords, search terms, the type of device used to search and where the user makes a search entry. It takes puzzle pieces and puts them together to connect users with ads that are expected to perform better than others. By using optimized ad rotation with three or more ads per ad group, you can expect a better ad performance with more clicks and impressions. This can be done through Smart Bidding.

Rotating Indefinitely

If you prefer to control your ads with a more personalized touch, the “Rotate Indefinitely” option is best for you. It is the easiest way to give your ads equal preference and test specific ad strategies. Google’s most significant modification is that it is now only offered indefinitely, whereas before it could be modified.

“We don’t expect any drastic effects from this change and recommend using the optimize setting unless you have a specific A/B test where you want to control the duration and equal impression amounts. In most cases, allowing Google to test and show the best performers more quickly will be in the best interest of both the client and Google,” said Mike Nucci, a search specialist at Exults.

Unsure which Ad rotation strategy is best for your company’s digital marketing campaign? Feel free to call us and ask which route is best for you or request a quote online today.

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Specialized Tools Produce Results

Most companies use automation just for bidding for their campaigns. But, if a company takes advantage of all automation opportunities it can drastically improve a marketing campaign. For example, automated systems can sync with commercials, the stock market, and even the weather. By incorporating outside influences into your automation campaign, you can take advantage of way more than the basic keyword bidding opportunities.

Misunderstood Trends

Automating your PPC campaign saves time and energy but sometimes, automated campaigns miss trends that can drastically lower your profitability. For example, if another company runs a promotion that causes a lot of clicks, the keyword results may get skewed. The automated system doesn’t always understand that the promotion temporarily affected the clicks. The system could make large changes to your PPC campaign based on a temporary change. It’s important to monitor other company’s promotions, which will help prevent other promotions becoming harmful to your campaign.

Set It and Forget It

A surprising effect on PPC campaigns stems from the “set it and forget it” mentality. Automation can save you time and energy, but automation only goes so far. It’s important for a company to watch their automation regularly. Although the point of automation may seem like you don’t have to worry about it, to get the most for your money means you need to automate and watch. Too many outside factors affect the bidding process for PPC just to set it and forget it.

If you’re interested in renovating your marketing campaign, save yourself time and energy by entrusting Exults to help with all your internet marketing needs.

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His long arms. -Danielle
This was a fan favorite, but Danielle beat Nick to the punch.

His love for cats and all things cat related. -Sarah
Sarah and I agree on this one, but it’s also fun being the only two in the office with cats as their Skype profile picture.

That he’s made exactly 2 shots in his mini basketball hoop with 100+ attempts. -Karlyle

Some may have been aimed at Karlyle’s head, but he appreciates that Mike keeps trying. Romayne also enjoys his determination to win the basketball tournament (grand prize is a T-shirt from the babyGap).

That his drink of choice is vodka with a spritz of soda. –Romayne
Romayne wonders why Mike even needs to think about those calories. Specifically, calories from Stoley’s and the Red Bull.

That he’s always asking me to add code to terrible sites. -Nick

Being in the Sponsored Search department day in and day out, Mike has to find Google Analytics code for each client. To Nick’s dismay, that means always getting roped into figuring out unfamiliar websites.

Mike, we’re happy to have you! Congratulations again on being here for three years and thanks for basically being the only one to pick up the phone when it rings.

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