Ad Rotation

Ad rotation refers to the process of displaying different ads to a specific audience or group of users within a defined period of time. This strategy is often employed in pay-per-click (PPC) advertising campaigns, where advertisers bid on keywords and pay a fee each time their ad is clicked. Ad rotation allows advertisers to test different versions of their ads and determine which ones are the most effective in terms of driving conversions and achieving their advertising goals.

Types of Ad Rotation

There are two main types of ad rotation: standard ad rotation and optimised ad rotation.

Standard Ad Rotation

Standard ad rotation is the default setting for most PPC campaigns. In this type of ad rotation, all ads within a given ad group are shown an equal number of times to users. This means that if an advertiser has created three different ads for an ad group, each ad will be shown approximately one-third of the time to users.

Standard ad rotation is often used when an advertiser is just starting a new PPC campaign and is still testing different versions of their ads. It allows them to see which ads are performing the best and make adjustments accordingly.

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Optimised Ad Rotation

Optimised ad rotation, on the other hand, takes into account the performance of each ad and adjusts the frequency at which they are shown to users accordingly. This means that ads that are performing well will be shown more often, while ads that are not performing as well will be shown less often.

Optimised ad rotation is often used by advertisers who have a clear understanding of their target audience and are looking to maximise the effectiveness of their PPC campaigns. It allows them to focus their advertising efforts on the ads that are most likely to drive conversions, rather than spreading their efforts evenly across all ads.

Ad Rotation and Quality Score

Ad rotation is also closely related to quality score, which is a rating that Google assigns to each ad in a PPC campaign based on its relevance, expected click-through rate (CTR), and landing page experience. Advertisers with higher quality scores tend to pay less for their ads and have their ads displayed more prominently in search results.

Ad rotation can impact quality score in a number of ways. For example, if an advertiser is using standard ad rotation and one of their ads has a much higher CTR than the others, it will likely receive a higher quality score. This is because Google’s algorithms consider a high CTR to be a strong indicator of relevance and user satisfaction. On the other hand, if an advertiser is using optimised ad rotation and one of their ads has a low CTR, it may receive a lower quality score and be shown less frequently to users.

Ad Rotation and A/B Testing

Ad rotation can also be used as a way to conduct A/B testing, which is the practice of comparing two or more versions of an ad to see which one performs the best. Advertisers can create multiple versions of their ad, each with different headlines, descriptions, images, or call-to-action buttons, and then use ad rotation to show each version to a specific group of users. By comparing the performance of each ad, advertisers can determine which version is the most effective and make adjustments accordingly.

Ad Rotation and Landing Pages

Advertisers should also consider the impact of ad rotation on their landing pages. A landing page is the webpage that users are directed to after clicking on an ad, and it is an important factor in the overall success of a PPC campaign. Advertisers should ensure that their landing pages are optimised for conversions, with clear and compelling calls-to-action and relevant, high-quality content.

If an advertiser is using ad rotation to test different versions of their ad, they should also consider creating corresponding landing pages for each ad. This will allow them to accurately measure the performance of each ad and make more informed decisions about which ones are the most effective.

Ad Rotation and Ad Extensions

Ad extensions are additional features that can be added to an ad in order to provide more information and make it more compelling to users. Advertisers can use ad extensions to display additional information about their products or services, such as pricing, ratings, or customer reviews. Ad extensions can also include links to other pages on the advertiser’s website, such as a contact page or a product page.

Advertisers should consider using ad extensions in conjunction with ad rotation to provide a more comprehensive and engaging experience for users. By rotating different ad extensions alongside different ads, advertisers can better showcase their products or services and improve the overall effectiveness of their PPC campaigns.

Ad Rotation Best Practices

There are several best practices that advertisers should follow when using ad rotation in their PPC campaigns:

  • Monitor the performance of each ad regularly and make adjustments as needed
  • Use A/B testing to determine which ads are the most effective
  • Utilise ad extensions to provide more information and improve the overall user experience
  • Consider using optimised ad rotation to focus efforts on the most effective ads
  • Use tools like Lunio to prevent ad fraud and improve the overall ROI of the campaign


How often should I rotate my ads?

The frequency at which you rotate your ads will depend on the specific goals of your PPC campaign and the size of your target audience. If you are targeting a large audience or conducting A/B testing on multiple ads, you may want to rotate your ads more frequently in order to gather more data and make more informed decisions. On the other hand, if you are targeting a smaller audience or have already identified the most effective ad, you may want to rotate your ads less frequently in order to maximise the impact of your advertising efforts.

How do I set up ad rotation in Google Ads?

To set up ad rotation in Google Ads, follow these steps:

  1. Sign in to your Google Ads account
  2. Select the campaign that you want to edit
  3. Click on the “Settings” tab
  4. Scroll down to the “Ad rotation” section
  5. Select “Optimise” or “Rotate evenly”
  6. Save your changes

Can I use ad rotation with other types of campaigns, such as display or shopping ads?

Yes, ad rotation can be used with other types of campaigns in Google Ads, such as display or shopping ads. However, the specific steps for setting up ad rotation will vary depending on the type of campaign you are running. It is important to familiarise yourself with the unique features and capabilities of each type of campaign in order to effectively utilise ad rotation and achieve your advertising goals.

Can I use ad rotation with other advertising platforms, such as Facebook or Bing Ads?

Yes, ad rotation is a common feature in many advertising platforms, including Facebook and Bing Ads. The specific steps for setting up ad rotation may vary depending on the platform you are using, but the general concept is the same: displaying different ads to a specific audience or group of users in order to test their effectiveness and determine the best approach for achieving your advertising goals.