I posted last month about pending changes to the Adwords “rotate evenly” setting – don’t want to rehash that because you can read it here.
The good news is that Google has heard the punishing feedback from advertisers, and made some changes.
- First, they’ve changed the default to 90 days – which means that your “rotate evenly” ads will switch to “optimize for clicks” after 90 days, not 30. Which pretty much makes it a useful “failsafe” if you forget to check your ad tests.
- Second, they’ve provided the ability for advertisers to opt out.
- If you’re content with the switch to 90 days, you don’t need to do anything. This is what I’ll be doing with the accounts I manage. “Nothing.”
Full details, and Google’s response to the criticism, on the official Adwords blog: