Instructor: Ad rotation.
So in this video,
I want to go through the two options you have
when it comes to rotating your ads.
So let's head over to the Google dashboard.
So to access your Google ad rotation settings,
what you need to do is go to your overview
and then go to settings on the left-hand side.
And then we have this column right here,
which says add rotation.
So by default, Google always selects the top one,
which is going to be optimize: prefer best performing ads.
The option below that is,
do not optimize and rotate ads indefinitely.
The last two options are no longer supported.
So when you're viewing this in your Google Ads account,
you could just have the two options at the top.
So to understand exactly what these two options mean,
let's head over back to our PowerPoint slides,
and I'll walk you through a live example.
So let's imagine we have two ads within our Google ad group.
And also within that ad group,
we have a few keywords we are bidding on,
such as big ceiling fans, ceiling fans for large rooms,
ceiling fans for big rooms, and so on and so on.
Now all of these keywords can result
in any of our ads being triggered.
So if someone goes onto Google,
and they type in big ceiling fans,
then Google can either show the user our first ad
or our second ad.
The whole concept of ad rotation is letting Google know
exactly what ad we would like them to show to the user.
Now let's just imagine that all our keywords added up
in total over the course of a month
results in 100 clicks.
So if we went for the first option,
which was optimized preferred best performing ads,
and our bottom ad generated the bulk
of the clicks that month.
So let's just imagine our bottom ad
generated 70 clicks that month,
and our top ad only generated 30 clicks.
What that means is our bottom ad
is now our best performing ad.
And as a result,
Google is no longer going to show our first ad.
It's only going to show our second ad to the user.
Now on the surface level, that might seem great,
as the ad that's getting the most clicks
is going to be showed the most.
However, what you have to bear in mind
from our perspective as a business,
that doesn't actually give us that much information.
The 30 people that clicked our first ad
and went over to our website,
they could've ended up actually buying one of our products.
Whereas the other 70 people,
they could have literally clicked our ad,
went over to our website, and bought literally nothing.
So whilst it can sound great to optimize
for the best performing ad,
it's not always the best thing to do.
What I advise you do instead is to do not optimize
and rotate your ads indefinitely.
This way, no matter what happens with your ads
in terms of the amount of clicks or guessing, so your CTR.
This way, you can view all the data yourself
and see exactly which ad
is generating more conversion.
So more cells and more inquiries for your business,
and then make that the most visible ad.
This is actually way more effective and way more smarter
than leaving it up to Google to decide
who's only going to be using the CTR
as a main metric to decide which ad is performing the best.
Do bear in mind, the longer you are running your Google Ads,
the more data and the more information you're going to have,
so in the future, you are more than fine
to go for the optimizer option.
However, in the first instance, I do not recommend that.
However, the choice is completely yours.
If you'd rather not go into your Google Ads account
and see what ads are performing the best,
generating the most clicks, and the most conversions,
then you may just want to go for optimize your ads.
However, as we're trying to learn Google Ads
and be smart Google advertisers,
it's probably not the best decision.
We want to be proactively involved
in our Google Ads account
to ensure we're getting the best results possible.
So what I'm going to do is go back to my Google Ads account.
I'm going to go to ad rotation,
and I'm going to click
do not optimize: rotate ads indefinitely.
And as you can see,
I have this warning message here from Google.
Lower performing ads will run
about as often as higher performing ads
for an indefinite period of time.
This option is not recommended for most advertisers.
Absolutely fine.
I'm going to click save.
And all I'm going to do
is log into my ads account every single week,
depending on how many clicks you're getting.
If you're getting a lot of clicks,
so you may need to log in every other day,
but essentially you need to log into your ads account
and just measure how many clicks your ads are getting.
So that is very easy to do.
All you need to do is go into your ad settings
and then click ads.
And then on the right-hand side,
you can see how many clicks you're getting,
your impressions, your CTR,
which is your click through rate.
You can actually click column right up here
and you can add the metric, which we need to add,
which is going to be conversion.
So I'm going to show you how you can set up
conversion tracking later on in the course,
but for now, just make sure you have
the box conversion ticked and then click apply.
And this is going to add a column in your overview,
which shows you how many conversions you're getting.
So over time you'll be able to see
exactly which ads are generating
the most conversions for your business.