Google AdWords: Ad Rotation

If you are just starting a new campaign with multiple untested ads, set the option under ‘Ad delivery: Ad rotation, frequency capping’ in Settings to ‘Rotate evenly: Show ads more evenly for at least 90 days, then optimise’.

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This should evenly display your ads before applying what’s learnt to the campaign. I’d hope this would stop short term weird behaviour dictating how a whole campaign will be run.

For instance, I started a Product Photography campaign a few days ago. It has about 10 ads running with some explicit to a particular industry and some quite broad:Screen Shot 2014-06-05 at 14.29.58

I would have expected the broad Product photography ad to have been more applicable in more places, but I’m guessing at some point someone clicked on the Industrial photography ad and as a result Google has decided that the ad should be shown more often.