The Current State of PPC Keyword Match Types

In my column on the Google ad rotation change last month, I expressed my strong concerns about the latest changes to ad rotation (as did many other paid search advertisers and bloggers) and was very pleased that Google’s vice president of product management, Nick Fox, announced that Google had reconsidered their actions on ad rotation behavior. First, they expanded the even rotation period from 30 to 90 days, which seems like a more reasonable time period even for low data ad groups. Second, they made the auto-optimize ad rotation an optional setting—but only if you specifically request it.

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