Allow advertisers the option of continuing to rotate ads indefinitely.
For years advertisers utilizing Google Adwords have had the ability to choose their ad rotation setting. There are currently 3: Optimize for Clicks, Optimize for Conversions, and Rotate Ads Evenly. Most experienced PPC'ers have learned that the two "Optimize" settings are rarely optimal. Moreover, to run effective A/B tests ads must be rotated evenly for as much time is necessary to gather a statistically significant amount of data. That data can sometimes be gathered in 7 days or less, in other instances (especially in low-traffic ad groups) it can take months. It is up to the advertiser to decide for how long an ad test should be run.
Google is essentially declaring that it knows what's best for every one of its advertisers by limiting the time frame for ad testing. Beginning in less than one week, Google is unnecessarily limiting the use of the "Rotate Ads Evenly" setting to just 30 days. After 30 days the setting will automatically change to "Optimize for Clicks."
Adwords does not care if 30 days is enough time to effectively run an ad test. Google is taking more and more steps to limit advertisers to run their campaigns as they see fit and in the best interest of their individual business.
This poorly-planned change doesn't help the conspiracy theory that Google heavily favors the big businesses and advertisers who spend big money.
Adwords is making short-sided decisions in an attempt to make more money today, at the direct expense of their advertisers--the very organizations that are responsible for Google's $10 billion first quarter numbers.
This should not continue. This setting was not broken. No one was dying for this change to be made. None of Google's advertisers were complaining that the "Rotate Evenly" option existed. Ad the very minimum, allow advertisers to select their preference!
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