Last month we announced that we would be changing how creative rotation works in AdWords. Specifically, we changed the even rotation setting to rotate evenly for a period of 30 days, after which AdWords would optimize to show your higher performing creatives more frequently.
In the past month, we've heard a number of concerns from you about this change. Thank you for all of the feedback -- we've been listening carefully to determine the right course of action. The concerns have focused on (1) the lack of an opt-out for this change and (2) the potential that the 30 day even rotation window might be shorter than your testing window for new ads. You also inquired about why we made the change.
...in response to your feedback, we're planning to make two changes to the setting. First, we'll expand the even rotation period from 30 days to 90 days to give you a longer window for testing new ads. Second, if you still wish to have your ads rotate evenly indefinitely, we're going to offer an opt-out of this change. You can opt-out by filling in your information on this form or by contacting your account representative. Both of these changes will go into effect on June 11, 2012.
If we see a large amount of demand for the opt-out over the next few weeks, we'll also offer the opt-out in the AdWords interface directly.