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by Mike Essex on 24th February 2011
AdWords has introduced a new ad rotation setting that should allow users to optimise their marketing for conversions.
Pay per click services provider Google explains there were previously only two options for AdWords customers – either optimising for clicks or rotating so ads were shown more evenly.
"Now, with a third option, you can choose to show ads that are expected to provide more conversions more often," it notes.
This is in response to feedback from certain organisations that have said the ads that have the highest clickthrough rate are not always the ones that produce the highest conversion rate.
Those keen to use the new setting must have Conversion Tracking in their account, which helps firms to measure how effective their keywords and marketing efforts are by revealing what happens after a user clicks the ad.
Google will then utilise this data to make a decision on what to use and once enabled this will apply to all ads that appear on Google and its search and display partners' sites.