Search advertising is a great way to reach users who are actively searching for keywords related to your products. By bidding on keywords related to your business, you pay for qualified clicks to your website. This is an effective way to reach lower-funnel consumers, who are raising their hands expressing interest in your offerings. And marketers are taking note – in 2017, it is estimated that almost $33.7 billion will be spent in search advertising alone, through platforms like Google AdWords or Bing Ads. And that’s expected to continue rising. (source)
Google specifically is the leader in the search engine market. Compared to other search engines, Google is predicted to have almost 80% of search engine revenue in 2017 (source). As Google continues to dominate the search engine market, it also continues to improve its search engine ad buying platform, Google AdWords.
Recently, AdWords has announced an update to their ad rotation settings. Currently, there are a handful of options on how your different creative variations rotate in Google AdWords that you can choose from. This includes a basic option like setting your ads to rotate evenly, regardless of how the creative performs. This also includes options like having Google auto-optimize your ad rotation to clicks, or to conversions.
However, starting on September 25th, AdWords is only allowing two ad rotation options…
- “Optimize: Prefer best performing ads” – this will replace settings like optimize for clicks, optimize for conversions, etc.
- “Do not optimize: Rotate ads indefinitely” – this will replace the rotate evenly setting
While this may not seem like a huge update, it signals Google’s continued push towards using their auto-optimizing technology. Based on the goals you set at the campaign level, your ads will now automatically optimize towards that goal. Thus, Google is streamlining its technology even further with this ad rotation update, to make it easier for advertisers to use and to make its own technology more efficient. As Google continues to encourage auto-optimizing, it will drive more advertisers to use the auto-optimizing settings, which in turn gathers more data for Google, and ultimately will likely result in an improved ad performance and potentially more ad spend by advertisers on the Google platform.
Google likes to frame its auto-optimizing technology like autopilot – you still need a campaign manager behind the wheel to ensure the campaigns are performing well, but the powerful technology Google holds can make performance much stronger and much more efficient.
With search engine marketing on the rise, it’s important to effectively use your ad buying platforms to ensure you get the most bang for your buck, and get the most qualified customers to your page. AdWords is helping marketers continue to navigate this evolving landscape.