It looks like the powers-that-be at Google are listening to thoughtful feedback like Matt Van Wagner presented just a few days ago in these pages. The company is making changes to recently-implemented AdWords rotation settings, and also allowing advertisers to opt-out of the auto-optimization altogether.
As a reminder, in late April, Google said that a week later, the company would eliminate the option advertisers once had to evenly rotate creatives in their AdWords ads. All ads would be automatically optimized after 30 days.
Some of the feedback on our news coverage included: “This may be the worst change to Google AdWords … ever!” and “The fork in the back feels great. Thanks G!” Tell us what you really think, marketers. The concerns are sparked by advertisers and agencies who used the rotate evenly setting to test different creatives, and resented Google removing one of the tools at marketers’ disposal.
Now, the automatic optimization won’t start until 90 days, and advertisers who want ads to rotate evenly in perpetuity can get what they want — by contacting their account rep or filling out this form. If enough advertisers choose to opt out, the company says it will add the option back to the AdWords interface. Both of the changes will take place on June 11.
The tension here seems to be between Google’s efforts to serve a class of advertisers with a “set it and forget it” mentality, who would prefer that the company auto-optimize on their behalf, and the company’s need to serve more sophisticated marketers who are making full use of all of the options available to them.
“We’re confident that the changes we’ve made to ad rotation enable us to show higher quality ads to our users and better performing ads for our advertisers,” wrote Nick Fox, VP of product management at Google, in a blog post. “However, we also realize that it is important to provide you with the freedom and time to decide what works best for you and that’s why we’re announcing these changes today.”