Google To Switch AdWords Users To "Optimize For Conversions"

Oct 24, 2012 • 8:37 am | comments (5) by twitter Google+ | Filed Under Google AdWords

Google AdWords LogoGoogle announced they are changing most AdWords customers from their default ad rotation settings to the "optimize for conversions."

So if you have campaigns running under "optimize for clicks" those may be changed to the "optimize for conversions" setting. If you have campaigns set to "rotate evenly" those may be changed to "optimize for conversions". Got it?

Here is how Google explains how they will "help you get better performance with AdWords."

  • New ad rotation default when using Conversion Optimizer or Enhanced CPC. When you first activate Conversion Optimizer or Enhanced CPC in a campaign, your ad rotation setting will change to “Optimize for conversions” by default. We recommend this setting to get the most conversions, but you’re free to change to a different option.
  • Eligible campaigns will switch to “Optimize for conversions.” As we announced last December, all campaigns using Conversion Optimizer or Enhanced CPC which are set to use “Optimize for clicks” will be switched to “Optimize for conversions.” You can opt out of this update via this form up until November 9th, but you may miss out on getting more conversions by doing so.
  • “Rotate evenly” change for campaigns using Conversion Optimizer or Enhanced CPC. As we announced earlier this month, campaigns set to “Rotate evenly” automatically begin to optimize for clicks when ads in an ad group are unchanged for 90 days. Similarly, when using Conversion Optimizer or Enhanced CPC, campaigns set to “Rotate evenly” will automatically begin to optimize for conversions when ads in an ad group are unchanged after 90 days.

Google tried to disable some of this functionality earlier this year and it backfired so I guess this is another attempt.

Of course, AdWords advertisers can opt out.

This is happening during the week of November 12th, 2012.

Forum discussion at WebmasterWorld.

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Kate McGuire

10/24/2012 02:47 pm

Err... I believe this is saying that these changes only impact advertisers using conversion optimizer or enhanced CPC. The wording of point two is a bit confusing. This makes it a bit different than their attempt to force us all away from rotate evenly earlier in the year. How many professional PPC-ers actually use enhanced CPC or conversion optimizer? In my experience, it's never best to let Google make decisions for you...cute motto or not, they are still a company and their primary interest is still profit.

Matt Mikes

10/24/2012 09:19 pm

Seems like this only applies to users who use either Conversion optimizer or Enhanced CPC, otherwise it won't affect them, am i wrong? (as per the headline?).

Michael Feiman

10/24/2012 10:13 pm

Thanks for the heads up on this. I've run our Adwords account on both settings and have found that our conversion rate and CPA is significantly better when we're not having Google optimize for conversions.

William Bakhos

10/24/2012 11:55 pm

You are correct Matt.. so many terms being thrown around by Google it can get confusing trying to determine what they are getting at.

William Bakhos

10/25/2012 12:00 am

Also Barry, I believe all Adwords campaigns have 2 options now.. Rotate evenly (90 days) or "Rotate Indefinitely".. this 'indefinite rotation' looks like a default now across all accounts (someone correct me if I am wrong here). Funny thing is how Google explains the 'indefinite' option: "Show lower performing ads more evenly with higher performing ads, and do not optimize" Not recommended for most advertisers Nice way to put it! Sounds tempting!

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