Google is tweaking some default options in AdWords that apply when people are using Conversion Optimizer or Enhanced CPC, to encourage advertisers to optimize for conversions.
Both Conversion Optimizer and Enhanced CPC are methods to dynamically change advertisers’ bids based on how likely Google thinks the ad is to convert.
Starting the week of November 12, when Conversion Optimizer or Enhanced CPC are activated for a campaign, the ad rotation setting will become “Optimize for conversions” by default. Google says campaigns set to this option see 5% greater conversions than those set to optimize for clicks, but the company will allow advertiser to change to a different option, if they wish.
Additionally, currently-running campaigns using Conversion Optimizer or Enhanced CPC will be switched to “Optimize for conversions” if they are currently set to optimize for clicks. Advertisers can opt out of this change, which was originally announced in December, using this form by November 9th.
Additionally, campaigns using Conversion Optimizer or Enhanced CPC that are currently set to “Rotate evenly” will automatically begin to optimize for conversions when ads in the ad group are unchanged after 90 days. Advertisers can still select “Rotate indefinitely” if they don’t want the auto-optimization to begin.
The default switches are aimed at automatically making changes that Google thinks advertisers should be making anyway, if they are focused on conversions.