When you assign more than one creative to a line item, you can choose how to optimize between the available creatives to fill an impression. This is called creative optimization or creative rotation. Creative optimization is applied before bidding begins.
You can select which type of creative optimization to use for a line item at any time, however, it will only take effect when you assign:
- More than one video creative to a video line item
- More than one display creative of the same size to a display line item
- A data-driven creative with more than one variant to a display line item
The types of optimization available depend on the type of line item (display or video). Learn more about each below.
Display optimization types
- Even: Creatives of the same size rotate evenly in the display line item. How it works
- Clicks: The creatives expected to attract the most clicks are delivered more often into the ad auction or to your guaranteed deal. How it works
- Conversions: The creatives expected to attract the most conversions are delivered more often into the ad auction or to your guaranteed deal. A conversion tracking pixel is required for this type. How it works
Video optimization types
- Match bidding strategy: Optimize based on the line item's bidding strategy. How it works
- Completions: The video creatives expected to attract the most impressions that were audible and viewable upon completion are delivered more often into the ad auction or guaranteed deal. How it works
- Time on screen: The video creatives more likely to stay on screen for 10 seconds or longer are delivered more often into the ad auction or guaranteed deal. How it works
How each optimization type works
EvenSelect "Even" to deliver your creatives more evenly into the ad auction. This setting does not apply any optimization.
With even rotation, the percentage of impressions for creatives served in the line item will be more even than the other options. However, if your line item uses automated bidding, Display & Video 360 will automatically include creatives in the bid optimization algorithm, along with many other attributes of the line item. Because of this, you may see a preference for the best performing creative over time.
Select "Match bidding strategy" to apply the optimization that best matches the video line item's bidding strategy.
Optimizations applied for each bidding strategy
| Bidding Strategy | Optimization |
|---|---|
| Fixed | Completions |
| Clicks | Completions |
| Active View | Completions |
| Completions (Audible and Viewable On Completion) |
Completions |
| Time on Screen | Time on screen |
In the coming months, new rotation algorithms will be added to better match each bidding strategy.
As performance data is gathered, ad serving is weighted more heavily in favor of the creatives that appear statistically likely to perform better. Creatives expected to attract more clicks (or conversions, depending on your choice) are delivered more often into the ad auction than other creatives of the same size assigned to a line item. These creatives show more often, resulting in higher ad-served percentages. However, it's possible for ad serving to remain relatively even with this setting, if creatives assigned to a line item have similar performance, or if the line item does not receive a substantial amount of impressions and clicks over a period of time.
Ad Rank considers landing page experience and ad relevance (among other factors) when determining your ad’s position and whether it will show at all. A more relevant ad with a better landing page experience could lead to overall better performance.
Edit creative optimization settings
- Open a line item.
- In the “Line item details” tab, scroll to the "Creatives" section.
- Select an optimization option from the "Creative optimization" drop-down menu.
- Note: If you selected Conversions, you’ll need to choose the conversion pixel that will be used to measure these conversions in the “Conversion tracking” section.
- Click Save.