Using ad rotation and frequency capping

Ad rotation is the way that we deliver your ads on both the Search Network and the 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 be shown at a time.

Use the ad rotation setting, available for campaigns with 'All features' enabled, to specify how often you'd like the ads in your ad group to be served in relation to each other. (Note: Ad rotation settings aren't available for Smart Display campaigns.)

There are two options for ad rotation: optimise and rotate indefinitely.

Optimise

This setting will optimise your ads for clicks in 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.

Tip

If you'd like to prioritise conversions, use Smart Bidding, which will tailor your bids based on the likelihood of a conversion, and choose the ad most likely to drive that conversion. If you’re using Smart Bidding, Google Ads will automatically use the optimise ad rotation setting. 

Rotate indefinitely

This option delivers your ads more evenly into the ad auction for an indefinite amount of time and doesn’t optimise. This option isn’t recommended for most advertisers.
 

Bear in mind

With the rotate indefinitely option, the percentage of impressions for ads served in the ad group will be more even than the optimise ad rotation option. However, because the quality of the ads differ, and quality is used to determine where an ad appears, or if it even appears 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, whilst an ad with low quality may show on the second page of search results, reaching a smaller number of users.

How to change ad rotation and frequency capping

Choose the Google Ads experience that you're using. Learn more

How to set the ad rotation for your campaign

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab at the top.
  3. Under All campaigns, click the name of the campaign to be delivered.
  4. Click the Settings tab.
  5. In the 'Advanced settings' section, click Ad delivery: Ad rotation, frequency capping. Note that the availability of certain settings, like this, may depend on the campaign type that you choose. Compare campaign types in detail and learn how you can change yours.
  6. Next to 'Ad rotation', click Edit to select a method for showing your ads.
  7. Click Save.

 

Ad rotation

 

Try it out

How to set ad rotation for multiple campaigns at the same time

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab at the top.
  3. Click the Settings sub-tab.
  4. Tick the box next to any campaigns that you want to change.
  5. From the Edit menu, select Advanced settings > Ad rotation….
  6. In the box that appears, choose the ad rotation that you would like for the selected campaigns.
  7. Optional: We recommend that you click Preview changes to see how your campaigns’ ad rotation will change.
  8. Click Make changes.

Tip

While on the campaign settings tab, you can click Filter to show only campaigns that match specific criteria. This can make it easier to make changes in bulk to certain campaigns.

Setting a frequency cap on impressions for Display Network ads

Frequency capping limits the number of times that your ads appear to the same unique user on the Google Display Network. It doesn't apply to the Search Network. Only impressions that were viewable count towards frequency caps.  An ad is counted as viewable when 50% or more of the ad shows for one second or longer for display ads and two seconds or longer for video ads.

If you turn on frequency capping for a campaign, you specify a limit for the number of impressions that you'll allow per day, per week or per month for an individual user. You also choose whether the cap applies to each ad, ad group or campaign. If you're advertising on websites that see a lot of repeat visitors (like The New York Times), this helps you avoid showing your ad too much to the same folks.

How to set a frequency cap

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab at the top.
  3. Under All campaigns, click the name of the campaign to be delivered.
  4. Click the Settings tab.
  5. In the 'Advanced settings' section, click Ad delivery: Ad rotation, frequency capping. Note that the availability of certain settings, like this, may depend on the campaign type that you choose. Compare campaign types in detail and learn how you can change yours.
  6. Click Edit next to 'Frequency capping'.
  7. Enter the number of impressions. The value must be a whole number (such as 100, not 100.5). Frequency capping
  8. Select a time interval (per day, per week or per month) and a level (per ad group, per ad or for this campaign).
  9. Click Save.
Try it out  

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