Understand how ads are rotated
Written by Chris Barling
Monday, 18 July 2011 00:00
You can have more than one ad linked together and they will be rotated evenly at first but slowly the one with higher CTR will be displayed more frequently. Look at the percentage served in the ’Ad variations’ table to see which is best. This is a simple form of testing ads against each other and it suggests that new adverts should be continuously tried and less successful ones dropped. Remember that if you change an ad you will lose your quality score so adding new ones is probably a better way of testing. Bidding on your own brand will improve CTR performance.