There’s often a great debate over ad rotation. Should you use Google’s highly recommended Optimize or the ad tester’s preferred method Do Not Optimize?
We took a look at just a few ad groups for one of our advertisers to show them why ‘optimize’ is not working for them; and we’d like to share a few examples and pitfalls to watch out for when choosing your ad rotation setting.
#1 Google Makes Mistakes
The first thing to note in our charts, we show the ‘enabled date’ of the ad so you can see when an ad was first enabled. However, the stats are only based upon the timeframe comparison. So, in our first example while the one ad was enabled 5 days before the second ad; the data shown is the last 90 as both ads were active in that timeframe. We do not compare data for date ranges when some ads weren’t actively competing against each other.
In our first example, the ad with the best CTR (which is not statistically significant), conv. rate, conversion per impression; and every single other metric was only served 29,866 times versus the ad that has the worse metrics was served 20 times more often with 617,723 impressions.
This is an obvious example of Google just making a bad choice. – Read more