Ad Rotation

Ad rotation determines how often your individual ads will show in relation to each other.

Definition

Ad rotation determines how often your individual ads will show in relation to each other. Google AdWords offers 4 different ad rotation schedules: optimize for clicks, optimize for conversions, rotate evenly, and rotate indefinitely. If you are optimizing based on your own data it is best to use ‘rotate evenly,’ which will rotate the ads evenly for 90 days then optimize based on the best-performing ad. Ad rotation can affect the efficiency of your ads. For instance, an ad that does not convert as well might show at the same rate as an ad with a higher conversion rate if you don’t pay attention to ad rotation.