- If you have a new ad that MUST run along side an old ad, it is advisable to manually switch campaign ad rotation settings from “Optimize for clicks” to “Rotate indefinitely” for some time.
- Do NOT rely on “Optimize for clicks” because sometimes it does not give any impressions to the new ad – it does not test the new ad as it should. In my experience I have seen the algorithm fail too many times!
- Sometimes the ad rotation algorithm decides in favour of the old ad in so few impressions that the new ad just does not get sufficient impressions to make any impact on the audience.
- So manually switching ad rotation settings is advisable if you want to make sure that the new ad get a good chance to run along side the old ads.
- If you want to test a new ad, then also “Rotate indefinitely” might be better for some time. After some performance data is collected, then you could hand over ad rotation to the “Optimize for Clicks” algorithm if you want.
- In certain cases, where you want multiple messages to be shown to the same audience (for example if you want to highlight all the multiple product/ service benefits to your remarketing audience), again rotate indefinitely” might be a better option for you.
Without going into any details I will just link to an excellent article written on Adalysis in Sep 2018 – https://adalysis.com/blog/google-ads-optimize-ad-serving-often-fails/
It’s over one year but the observations in this article are still very true. “Optimize for clicks” is not the best solution for all situations.