Google has recently announced they are changing their AdWords customers from their current default ad rotation settings to an improved version of their “optimize for conversions” feature.
Throughout the year, Google adjusted a few of the default choices in AdWords for people utilizing the “Conversion Optimizer” or “Enhanced CPC” features. Google’s Conversion Optimizer and Enhanced CPC are tools based in a methodology that allows users to dynamically change bids from advertisers, based on how likely Google think an advertisement will result in a conversion.
Google’s Enhanced CPC allows users to customize and maintain more control over their choices; the feature tracks advertising bids for clicks that are more likely to lead to a conversion or sale. Their Conversion Optimizer streamlines the available choices into a user-friendly experience, ensuring the users advertisements show more often when a user’s likely to receive conversions without having them increase their overall budget.
Google believes that this change will help increase conversions by at least 5% across the board. Users who prefer to adjust their own set of choices can still change them manually before the roll over date. Users running campaigns with either Conversion Optimizer and Enhanced CPC tools will experience the switch, particularly if they have one or both set to “optimize for clicks.”
In addition, AdWords users who have their Conversion Optimizer and/or Enhanced CPC campaigns set to the “rotate evenly” choice will automatically default to “optimize for conversions,” when the advertisements under that choice remain unaltered or unchanged for a period of 90 days. AdWords users may select the “rotate indefinitely” choice if they don’t wish for the automatic optimization to start.
Google plans to roll out the new “optimize for conversions” feature during the week beginning November 12th. Users of AdWords who wish to opt-out of this new feature have the chance to contact Google before November 9th.