Google has recently announced a significant change to AdWords.
Advertisements on AdWords will now be limited to thirty days. Before this announcement, advertisements could stay on a site for an indefinite amount of time. As the recent Panda and Penguin updates suggest, Google is making a strong push to get rid of spam and to encourage fresh and unique pages. It is only logical to assume that fresh advertisements would be next; fresh advertisements that reflect the fresh content on a page.
After the thirty-day period, AdWords will keep and optimize the best performing advertisements. Advertisements that are doing well are ones with high conversion percentages and ones that are receiving the most clicks.
According to the official announcement on the Google AdWords blog “Every time a creative is enable or edited, the ads in that ad group will rotate more evenly for a new period of thirty days.” Advertisements that are already on a website will automatically auto-optimize.
The new ad rotation is seen by Google as “a preference that determines which ad in your ad group should show (when you have multiple ads).” However, the new update does give advertisers some control. For instance, they can request to have their best performing advertisements appear more. They can also request that the advertisements be distributed more evenly.
AdWords users will also be able to control the settings. They will be able to choose one of the three advanced settings:
- Optimize for Clicks: this is the default setting of the rotation. This setting bases advertisements off of previously successful clickthrough rates (CTRs).
- Optimize for Conversions: Instead of relying on clicks, this setting factors in advertisements that will yield the most purchases and opt-ins.
- Rotate evenly: setting is performance-blind; it will showcase each advertisement equally.
The goals of this new update are supposed to benefit the consumer, advertisers and to optimize AdWords itself. The first goal of this change is that website readers will get to see more relevant advertisements. The second goal is that websites will get more clicks. The final goal is that it will improve the functionality of AdWords.
However, this announcement has not been met with much enthusiasm. Many advertisers do not appreciate the loss of control over the length of time that their advertisements will be available; other advertisers call the change a waste of time.
What do you think? Feel free to share your thoughts below.