Ad rotation settings

A preference that determines which ad in your ad group should show (when you have multiple ads). Ad rotation settings are helpful because they give you the ability to request how your ads are shown. For example, you can request to have your successful ads show more often or indicate that you'd like your ads to be shown more evenly.

If you have more than one ad in your ad group, we'll rotate which ad shows depending on your ad rotation setting.

In the "Advanced settings" section of your campaign's "Settings" tab, there are four options to choose from:

  • Optimize for clicks (default setting): Gives preference to your ads that are expected to get the most clicks, based on your past clickthrough rates (CTRs). Google will try to show those ads more often than other ads in your ad group to help you gain more clicks and impressions.
  • Optimize for conversions: Gives preference to your ads that are expected to get the most conversions like purchases and sign-ups. Your ad group might receive fewer clicks, but it'll likely receive more conversions. If there isn't enough conversion data to determine which ad is likely to provide the most conversions, ads will rotate to optimize for clicks.
  • Rotate evenly: Gives equal preference to all active ads in your ad group, regardless of how each ad performs. Each ad will be eligible to show an equal number of times, but the actual impressions -- how often each is actually shown -- can differ across ads based on a number of factors. With this option, if ads in an ad group are unchanged for 90 days, the ad rotation in this ad group will automatically begin to optimize for either clicks or conversions. If the campaign is using Conversion Optimizer or Enhanced CPC, it will optimize for conversions; otherwise it will optimize for clicks.
  • Rotate indefinitely: Shows ads in a manner similar to "Rotate evenly," but does so for an indefinite amount of time, without ever optimizing.

On your Ads tab, you can see the "% served" statistic showing how often each ad has been shown in relation to the rest of the active ads in the same ad group.

About ad serving percentages