Recent changes to AdWords were made with the intention of dually benefiting both customers and brands alike. For customers, the intent is to provide more relevant results for their searches, and for brands the goal is to generate more clicks and drum up more business. However, from the brand perspective, the changes present some operational complications that may require some adjusting. The best way to respond to the new system is by adding greater numbers of ads to your brand’s ad group in order to maximize the received impressions, conversions, and clicks from customers.
- SearchEngineland.com’s Matt Lawson remembers explaining Adword rotation in 2012, prior to the current changes.
- Currently poor-performing ads will rotate indefinitely, unless better-performing ads are optimized to receive preference.
- Since matching ads to search queries is an inexact science, it’s useful to have more rather than less ads.
“Ad rotation has been streamlined recently, but selecting which ad will receive an impression is a more involved process than it’s ever been.”