Last month Google announced a significant tweak to their “rotate evenly” creative setting. Specifically, campaigns using this setting would only rotate creative evenly for 30 days after the last creative was enabled or edited. After the 30-day period, creative would automatically optimize for clicks. This change caused quite an uproar within the search marketing community. Amongst concerns over the lack of an opt-out for this change and the limitations of a 30-day window for longer creative tests, Google responded today with an update to the expected changes.
In addition to providing search marketers with an opt-out of this change, Google will expand the even rotation period from 30 days to 90 days. Both changes will go into effect on June 11, 2012.
As a note, if Google experiences a large demand to opt-out over the next few weeks, the option will become available directly in the AdWords interface.
For more information on this update, click here.