Forgive me if there has been a thread started on this topic already.
I came across some articles suggesting you switch the ad display option to "rotate" instead of the default "optimize" in order to test ads. While they suggest leaving it until each ad has X amount of clicks, I'm wondering should you switch back to "optimize" once you have found the top performing ad, and put in some more variations of it?
Or should you weed out the bad adcopy, but leave the campaign set continuously to "rotate" and just keep testing adcopy, and deleting the bad copy....
to run a proper statistical test yourself, you want all of the items (ads) tested to have the same exposure, so you rotate them equally.
or you can let G do the testing and figuring out which ad is best to show by selecting optimize.
so there's all kinds of right answers.
most often, but certainly not always, i set it to optimize and occasionally delete the ads that are failing to get shown (G is rating them as poor) and i keep adding new ads to the mix to see if i can improve further. continual optimization.
Yeah, I would have let it set as optimization usually, but one argument was that it was in Google's best interests to always show the ad with the most clicks, as it meant more revenue for them. But the ad may not have had the best CTR?
I'm going to try it for a week on a few campaigns to see what happens..
i prefer to start with rotate then go to optimize after the best ad(s) have been identified. Then I might try a few mores ads to see if they can beat the existing ad - but I don't put it on rotate because I don't want to hurt my CTR from my best ad(s).