Google listened. Wow!
A couple of weeks ago I wrote about Google’s announcement to end ad rotation in AdWords. It may not have seemed like a big deal to many, but to professional paid search marketers this was a huge deal.
Not only was the change concerning, but the Google email response was an extra punch to the gut. For PPC experts, it’s never about getting more clicks: I do not want more clicks. It’s about control, measurement, conversions, and human evaluation.
However, that has all changed. Google listened. On another Friday announcement, Google said they are pulling back on ad rotation control (sort of). They announced an update to this change:
|“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.”|
Google resolved this issue in two parts:
- Expanding the even rotation period from 30 days to 60 days
- Allowing users to Opt-Out of all changes
Opt Out Now
In case, it’s not clear anyone with an AdWords account needs to opt-out now. It does not mean you cannot auto-rotate, but it’s on your own terms. You decide when you are ads are ready. You decide which ads perform better. You make decisions, not Google. I just recently completed my part by opting out over 20 different AdWords accounts. Whether you have 1 account or 50 it’s important you opt-out today.
There are several people to thank for this change.
- #ppcchat – The #ppcchat stream played a major role in making this happen. Once the initial shock and awe of this original change happened, we gathered together and focused. #ppcchat is a Twitter stream started and often led by Matt Umbro. Be sure to thank Matt for his continued work in #ppcchat. Join us every Tuesday for a in-depth discussion on various topics.
- Change.org Petition – Initiated by Neil Sorenson, the petition gained around 600 people. That was definitely a sign to Google that this is not just a few people. Keeping in mind those 600 people manage multiple accounts. Thank you Neil Sorenson for taking the initiative and getting this started.
- PPC Bloggers – There were tons of us that took out our frustration in the blog world. I list a few on my past post, but I will list many more below, as I discover them. If you know of other posts, please share.
- Greg Meyers, Google Changes Ad Rotation Settings To Get More Clicks
- Crystal Anderson, Worst Change in AdWords History?
- Michelle Morgan, My Q&A with an Adwords Rep About the New Ad Rotation Settings
- Greg Habermann, How to Handle the AdWords Ad Rotation Changes
- Katie Saxon, Google AdWords, We Need to Talk
- Melissa Mackey, PPC Isn’t Dead, But I Wish Google Were
- Brittany Baeslack, The End of the Google AdWords Even Rotation Ad Setting
- Matt Van Wagner, To: Google Founders, From: Advertisers, RE: AdWords Rotation & Other Flaws Need Fixing
- Google – It would not be fair of me not to thank Google for this change. They listened to our e-mails, tweets, phone calls, petitions and blog posts. They made the change. Thank you for listening to us.
This opting-out is great news for many of us; however it’s not for others. In the masses of people that use AdWords there are only a small percentage of experts. That means that the vast majority of AdWords users will NOT opt out. Ultimately, Google still wins this PPC battle. They get more clicks and more revenue.
But then again, maybe for those users this is the better option. This gets Google and others the clicks they want. As for me, it’s not always about more clicks.
It’s still frustrating to see this kind of money grab coming from the leader in search. However, at the end of the day, I can’t worry about other accounts and customers. I only have to worry about my accounts and my clients. I will make decisions based on evaluation, review, conversions and other factors. The important thing is I will make decisions on my own terms.
That’s really all this was about to begin with: Control.Tags: AdWords, Google, Pay Per Click, PPC
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