About ad rotation settings

Ad rotation is the way that we deliver your ads on both the search network and Google Display Network. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time. Use the ad rotation setting to specify how often you'd like the ads in your ad group to be served relative to one another.

This article explains the two settings for ad rotation.

Optimise 

This setting optimises your ads for each individual auction using signals like keyword, search term, device, location, and more.

Powered by Google's machine-learning technology, the 'Optimise' setting prioritises ads that are expected to perform better than other ads within an ad group. All video campaigns are automatically optimised for views.

Tip:

If you're using Smart Bidding, which prioritises conversions, Google Ads will automatically use the 'Optimise' ad rotation setting.

How it works

As data is accumulated, ad serving will become weighted more heavily in favour of the ads that appear statistically more likely to perform better. Ads expected to attract more clicks (and conversions if you’re using a Smart Bidding strategy) are delivered more often into the ad auction than other ads in the ad group. These ads show more often, resulting in higher ad-served percentages. However, it's possible for ad serving to remain relatively even within this setting, if ads in an ad group have similar performance or if the ad group does not receive a substantial amount of impressions and clicks for some period of time.
 

Bear in mind


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.

Rotate ads indefinitely

The Rotate ads indefinitely setting delivers your ads more evenly into the ad auction, but does so for an indefinite amount of time and does not optimise.

Because this option allows lower-performing ads to run as often as higher-performing ads for an indefinite period of time, this option is not recommended for most advertisers.

Bear in mind

With the 'Rotate ads indefinitely' option, the percentage of impressions for ads served in the ad group will be more even than the other ad rotation options. However, because the quality of the ads differ – and quality is used to determine where an ad shows, or if it even shows at all – the percentage of impressions for each ad may not be perfectly even. An ad with high quality may appear on the first page of search results, while an ad with low quality may show on the second page of search results, which reaches a smaller number of users.

Set ad rotation for your campaign

  1. Sign in to your Google Ads account.
  2. Click All campaigns in the navigation panel.
  3. Click the campaign you'd like to change.
  4. Click Settings in the page menu.
  5. Click Additional settings.
  6. Choose 'Ad rotation'.
  7. Choose an ad rotation method: 'Optimise' or 'Rotate indefinitely'.
  8. Click Save.

Set ad rotation for multiple campaigns in bulk

  1. Sign in to your Google Ads account.
  2. Click All campaigns in the navigation panel.
  3. Click Settings in the page menu.
  4. Select the box next to the campaigns or ad groups that you want to change.
  5. Click Edit.
  6. In the drop-down menu, select 'Change ad rotation'.
  7. Choose an ad rotation method.
  8. Click Save.
Tip: While on the 'Settings' page for your campaigns, you can click the filter Filter icon to show only campaigns that match specific criteria. This can also help you make bulk changes to certain campaigns.

Set ad rotation by ad group

  1. Sign in to your Google Ads account.
  2. Click All campaigns in the navigation panel.
  3. In the page menu, click Settings.
  4. Use the filter icon Filter to show only those campaigns that match specific criteria, including ad rotation.

Setting a frequency cap for display and video campaigns

Frequency capping limits the number of times your display and video ads appear to the same user. It doesn't apply to the search network.

How to set a frequency cap for a new campaign

Note: This only applies to display and video campaigns
  1. Sign in to your Google Ads account.
  2. Select 'All campaigns' in the navigation panel.
  3. Click Campaigns in the page menu.
  4. Click the plus button plus and select 'New campaign'.
  5. Select your campaign goal and click Continue.
  6. Select your campaign types and click Continue.
  7. Click Additional settings.
  8. Select 'Frequency capping'.
  9. Enter the number of impressions (or views for video campaigns). The value must be a whole number (such as 4, not 4.5).
  10. Select a time interval (per day, week, month or a combination).
  11. Once the rest of your campaign is set up, click Create campaign.

How to set a frequency cap for an existing campaign

  1. Sign in to your Google Ads account.
  2. Select 'All campaigns' in the navigation panel.
  3. Click the name of the campaign to be delivered.
  4. Select 'Settings' in the page menu.
  5. Click Additional settings.
  6. Select 'Frequency capping'.
  7. Enter the number of impressions (or views for video campaigns). The value must be a whole number (such as 100, not 100.5).
  8. For display campaigns only, select a time interval (per day, week, time or month).
  9. Click Save.

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