The “rotate evenly” setting on an AdWords campaign has been a long-time best friend to habitual ad testers testers and landing page tweakers everywhere. Next week, the “rotate evenly” setting will stop rotating after 30 days and default to a different setting, “optimize for clicks.”

Three settings currently exist:

Rotate evenly

Optimize for clicks

Optimize for conversions

The “rotate evenly” setting has been the preferred type for achieving apples-to-apples testing as ads were evenly disbursed at all times. The change will now require users who are using ads to test landing pages or copy-based conversions to be limited to 30 days per trial. Each time creative is enabled or edited the 30-day window will restart over again.

This change is being implemented to improve performance. Google states:

“This change will enable us to provide users with the most relevant ad experience and should help advertisers improve the performance of their AdWords accounts. “

Any creative not changed within the past 30 days will be immediately converted to “optimize-for-clicks” next week. For more information see the Inside AdWords blog.