What is ad rotation?

Ad rotation refers to the setting within Google Ads that determines how Google distributes and displays your ads within an ad group. It controls which ads within an ad group are shown more frequently to users. Ad rotation settings are crucial because they impact how often different ads are displayed and tested, which can directly influence your ad performance and overall campaign success.

### Types of Ad Rotation Settings:

Google Ads offers several ad rotation settings to control how your ads are shown:

1. **Optimize: Prefer best performing ads**:
   - This setting is designed to automatically show ads that are expected to perform better based on historical performance data.
   - Google's algorithm will prioritize ads that are more likely to receive clicks or conversions, aiming to improve overall campaign performance.

2. **Do not optimize: Rotate ads indefinitely**:
   - With this setting, Google evenly rotates all ads within an ad group, regardless of their performance history.
   - Ads are shown more evenly, giving each ad an equal opportunity to appear in search results or on the Display Network.

### Choosing the Right Ad Rotation Setting:

- **Optimize for Conversions**: Use this setting if your goal is to maximize conversions. Google Ads will prioritize ads with a history of generating more conversions.
 
- **Rotate Indefinitely**: Choose this setting if you want to evenly test multiple ads to gather data and make informed decisions based on performance metrics like CTR (Click-Through Rate), conversion rate, and Quality Score.

### Best Practices for Ad Rotation:

- **Monitor Performance**: Regularly review ad performance metrics to understand which ads are performing well and which ones may need improvement.
 
- **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 optimize ad performance.
 
- **Rotate Occasionally**: Even if you choose to optimize for best performing ads, consider rotating ads occasionally to test new ad variations and prevent ad fatigue.

### How to Set Ad Rotation in Google Ads:

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**: Select the campaign and ad group where you want to adjust ad rotation settings.
   
3. **Go to Ad Group Settings**: Click on the ad group name to enter the ad group settings.
   
4. **Adjust Ad Rotation**:
   - Under "Ad rotation", click on "Ad rotation settings".
   - Choose between "Optimize: Prefer best performing ads" or "Do not optimize: Rotate ads indefinitely".
   - Click "Save" to apply your ad rotation settings.

### Conclusion:

Ad rotation settings in Google Ads are essential for optimizing ad performance and achieving your campaign goals. Whether you choose to optimize for conversions or rotate ads indefinitely, regularly monitor and analyze ad performance to make data-driven decisions and improve your overall advertising effectiveness.