Google’s all-new, quite counterintuitive guide to ad testing

Over 2 1/2 years ago, I wrote about how ad rotation works in AdWords. Since then, a whole lot has changed. Most recently, we’ve simplified the options for ad rotation. Let’s take a closer look at how ad rotation works now and what that means for ad testing.

How AdWords picks which ads to show

The goal of ad-serving in AdWords is to deliver a tailored message that meets a searcher’s needs. This means delivering ads that people want to click on and getting better results for your business.

In the new world of ad rotation, things are pretty straightforward. You have two options:

  • Optimize: Prefer best-performing ads.
  • Do not…

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