Google has announced a change in its AdWords settings. Soon just two options will remain down from the current four: “Optimize”, which will display the best performing ads, and “Do not optimize”, which will rotate the ads shown indefinitely. Google aims to trim down its ad options as a result of the increasing influence of machine learning on AdWords as a whole. Google aims to simplify this process to let machine learning analyze the most effective ads and eventually phase out rotating ads altogether.
- Google announced on Tuesday that henceforth there would only be two options available for ad rotation settings.
- The choices will be to either optimize, that is prefer those ads that are best performers, or don’t optimize, allowing ads to rotate indefinitely.
- This is a distinct change from the four options formerly offered, which included optimizing for conversion a well as rotating ads evenly for 90 days before electing to optimize.
“The new optimize setting “will optimize your ads for clicks in each individual auction using signals like keyword, search term, device, location and more.””