Google is introducing a new simpler ad rotation process later this month.
When the change is made in late September, users of AdWords will be able to either “optimise” their ad rotation, or “rotate indefinitely”.
The new optimise setting is powered by Google’s machine learning technology, and prioritises ads that are expected to perform better than other ads within an ad group.
Google said this setting will optimise your ads for clicks in each individual auction using signals like keyword, search term, device and location.
In a blog announcing the change, Google said: “Keep in mind that using an optimized ad rotation with three or more ads per ad group can increase both clicks and impressions.
“The more of your ads our system can choose from, the better the expected ad performance.”
The other option, rotate indefinitely, will give ads equal preference.
Google has also introduced rotation settings at the ad group level, meaning you can now use multiple rotation settings across a single campaign.
Find out more here.