As you may be aware, from next week, Google are changing the way in which AdWords are rotated.

The Rotate AdWords feature has been popular with many PPC account managers due to its ability to allow for testing. The Rotate Ad feature allowed ads to be shown for an indefinite period of time, but the change means that ads will only be shown for 30 days and then the best performing ads will be shown unless edits are made to the ad group. For any PPC account manager handling many client accounts and campaigns, this presents a new set of problems – how to manage and monitor all accounts to ensure that the right ads are being shown when testing has suddenly become that much harder?

From Google’s perspective, displaying higher performing ads is of course the desired end result – more clicks, more revenue. But how will this work for advertisers if there is insufficient data, particularly with long tail, low traffic and niche terms where 30 days is quite simply insufficient to gather enough data to understand (especially in an A/B test) which ad will perform better?

There does not appear to have been an explanation from the Big G precisely how this will benefit advertisers. Yet. Right now, it seems a one sided deal that is not even optional. Had it been optional, it would no doubt have joined the many tools inside the Google account which the vast majority of PPC users are unaware of but which canny, dedicated, expert PPC players would have been able to access.

The is already a backlash to this announcement, and a petition has been started  to try to persuade Google to return the required level of control to professional PPC agencies.

How do you feel this affects your business or PPC agency and account managers? Do you think this is a purely monetary decision by Google or is there more to it? We welcome your comments, as always.

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of's Outstanding Contribution to UK Technology