How do I use ad rotation?

Using ad rotation effectively in Google Ads involves setting preferences that determine how your ads are displayed within an ad group. Here's a step-by-step guide on how to use ad rotation to optimize your ad performance:

### Setting Up Ad Rotation:

1. **Sign in to Google Ads**:
   - Go to [ads.google.com](https://ads.google.com) and sign in to your Google Ads account.

2. **Navigate to Campaigns and Ad Groups**:
   - Select the campaign and ad group where you want to adjust ad rotation settings.

3. **Access Ad Group Settings**:
   - Click on the ad group name to enter the ad group settings.

4. **Adjust Ad Rotation Settings**:
   - Under "Ad rotation", click on "Ad rotation settings".

5. **Choose Ad Rotation Preference**:
   - Google Ads offers two main ad rotation settings:
     - **Optimize: Prefer best performing ads**: This setting allows Google's algorithm to prioritize ads that are expected to perform better based on historical performance data, such as higher CTR or conversion rates. It aims to maximize your overall campaign performance by showing ads that are likely to drive more clicks or conversions.
     - **Do not optimize: Rotate ads indefinitely**: This setting evenly rotates all ads within the ad group, regardless of their performance history. Each ad gets an equal opportunity to appear in search results or on the Display Network. Use this setting if you want to test multiple ad variations evenly or if you prefer to manually optimize based on your own performance analysis.

6. **Save Your Settings**:
   - After choosing the desired ad rotation setting, click "Save" to apply the changes to your ad group.

### Best Practices for Using Ad Rotation:

- **Monitor Performance**: Regularly review ad performance metrics such as CTR, conversion rate, and Quality Score to evaluate the effectiveness of your ads.
 
- **A/B Testing**: Use ad rotation settings to conduct A/B testing by testing different ad variations (e.g., different headlines, call-to-actions) to identify which ads perform best.
 
- **Optimize Based on Data**: Adjust your ad rotation settings and optimize your ads based on performance data to improve overall campaign performance.

### Example Scenario:

- **Scenario**: You're running a campaign for a new product launch and want to test different ad variations to see which one generates the highest conversion rate.
- **Approach**: Choose the "Do not optimize: Rotate ads indefinitely" setting to evenly test multiple ad variations. Monitor performance metrics closely and after gathering sufficient data, switch to the "Optimize: Prefer best performing ads" setting to prioritize the top-performing ad for maximum conversions.

### Conclusion:

Using ad rotation effectively in Google Ads allows you to optimize ad performance by testing different ad variations and prioritizing those that drive the best results. By understanding your campaign goals, choosing the appropriate ad rotation setting, and regularly analyzing performance metrics, you can enhance ad relevance, increase click-through rates, and ultimately achieve higher conversion rates for your advertising campaigns.