The word “Optimize” implies a sense that it is a worthwhile or a good idea. For example:
Financial optimization – sounds like a good idea.
Search engine optimization – we know that we should all be doing this.
However, optimized ad rotation is not a good idea when it comes to AdWords.
You may have noticed when setting up an AdWords campaign, hidden within the campaign settings there is an option for ad delivery. The ad rotation can be set to either “Optimize: Show better performing ads more often” or “Rotate: Show ads more evenly“. By default, Google choose “Optimize“.
“Optimize” sounds so much better, however it is not. This method will show the ads which Google feel are the best performs.
The question is, “best performing” for who? Are your goals the same as Google’s?
Is the ad which Google feel is the best performer sending you the most clicks with the least amount of actual conversions?
More often than not, the ad with the best CTR is not necessarily the best performing ad for you.
