There is a debate among PPC management experts about whether it is better to set your ads to rotate evenly or whether you should let Google show the “winning” ad more often.
The Case for Rotating Evenly
If you are going to truly Split Test your ads, you must show them evenly and randomly to a wide range of visitors. The ability to rotate two ads with only one small difference allows you to run a true Split Test.
Additionally, Google’s optimize feature works on CTR and not your conversion rate. So you could have an ad that is “winning” the split test on CTR but not converting nearly as well as the other ad. Since Google’s optimization doesn’t consider the conversion rate, the true winner starts showing less and less.
The Case for Optimizing to Performance
When you rotate your ads evenly, you could be adversely affecting your business. Showing an ad that does not pull Visitors to Your Site – even for a little while – is causing missed traffic and missed opportunity.
Google’s Optimize feature allows you to automatically show a winning ad more often to your visitor. This increases overall CTR which we know increases the performance while decreasing the cost of a campaign.
So what is one to do? You need to look at your business goals and decide between the two based on both your goals and your time available to monitor ad group progress.
One option we use quite often is to start out a new campaign using rotate while we closely monitor the performance over a short period of time. Once we are sure we have strong, pulling ads, we turn it over to optimize to be sure those ads are doing their job. Most of our customers want to focus on the most targeted traffic at the lowest cost which is achieved through the optimize feature.