Google Offers An Opt-Out Of Its New Ad Rotation Changes

By: Zach Walton - June 1, 2012

We reported last month that Google was making some changes to ad rotation in AdWords. The change essentially made it so that ads wouldn’t rotate indefinitely, but that it would pick out the best performing ads after a 30 day period. Users apparently had a problem with that and Google is adding some changes to appease those users.

Google first wants to explain their position first, however, in hopes that you see their side of the argument. They felt that their new ad rotation method would make it so that they could “provide you with more valuable traffic in an automated, efficient manner.” Ads were found to perform better under the new rotation system and Google has the data to back it up.

The data showed two ads with one having a CTR of three percent while the other had a CTR of one percent. When moving to the old rotation settings, the CTR settled at an average of two percent. Under the new rotation settings, it brought the average to around three percent which they found was a 50 percent increase.

Regardless of what they think, the user will have a choice. Starting June 11, the rotation period will be extended from 30 days to 90 days. This will give advertisers even more time to test new ads to see which ones perform well. If you still don’t like Google’s new ad rotation method, you can opt-out of the program entirely. All you have to do is fill out this simple form.

Interestingly enough, Google will add the opt-out option directly into the AdWords interface if there is enough demand for it. It seems odd that they would offer an opt-out option directly in AdWords after the fact when the company is only giving people a few weeks to opt-out of Google Drive in favor of the old Google Docs. They are very different services where one can impact a business while the other is just annoying to users. Regardless, the option should be there for all of Google’s services.

Zach Walton

About the Author

Zach WaltonZach Walton is a Writer for WebProNews. He specializes in gaming and technology. Follow him on Twitter, StumbleUpon, Pinterest, and Google+ +Zach Walton

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  • talkic social network

    If they’re filling our sites (site owners) with the higher performing ads…its a win-win…no?

    • Steve G

      For some it will be, but for others it might not make a difference, and still others it might cause disaster. See, Google likes to use averages when it makes decisions and take away choices in doing so. Google’s index has been for quite some time a popularity race to the top. It’s become less and less about relevancy and more and more about popularity. If a spammy site becomes popular it climbs to the top, where a more relevant and less keyword dense site that has beautiful written content drops to the bottom simply because nobody voted for it and the site owners are focusing on content instead of link spamming. If content is king as Google claims it is, their results would reflect that. Instead they have terrible results that are getting worse and worse over time. At one point they were decent enough and Google even had a blocking tool should I want to filter out a few sites that were spending gobs of money on link spamming and would show up a lot that I didn’t want to see anymore because the site has bad content and a bad design. Google would rather penalize a site than to allow the public to do it as their own choice and I have a big issue with that since it’s mostly done automatically by programs which could get it wrong, and often do as Google has pointed that out over the years.

  • Imran

    It is the most worst thing Google has ever done… In our case we balance lead, direct sales and phone call conversion by rotating them and we were very happy about it, after this change we are not able to do so. This also does not work for local advertiser. We hope Google drops it soon