How can you write ad copy for SEM campaigns with different ad rotation settings?

1 What are ad rotation settings?

Ad rotation settings are the rules that determine how your ads are displayed in relation to each other within an ad group. You can choose from four main options: optimize, rotate indefinitely, rotate evenly, and rotate randomly. Each option has its own advantages and disadvantages, depending on your campaign objectives, budget, and performance metrics.

2 How to write ad copy for optimize setting?

The optimize setting is the default option for most SEM platforms, such as Google Ads and Microsoft Advertising. It means that your ads are automatically optimized for clicks, conversions, or impressions, depending on your bidding strategy and campaign type. To write ad copy for this setting, you need to follow the best practices of your platform, such as using relevant keywords, clear calls to action, and benefits-oriented language. You also need to test and refine your ad copy regularly, as the platform will favor the ads that perform better over time.

3 How to write ad copy for rotate indefinitely setting?

The rotate indefinitely setting is the opposite of the optimize setting. It means that your ads are shown equally regardless of their performance. This option is useful if you want to have full control over your ad testing and analysis, or if you have a specific creative vision that you want to maintain. To write ad copy for this setting, you need to have a clear hypothesis and goal for each ad variation, and track the results manually or with a third-party tool. You also need to be prepared to pause or adjust the low-performing ads, as they may affect your overall campaign quality and relevance.

4 How to write ad copy for rotate evenly setting?

The rotate evenly setting is a compromise between the optimize and rotate indefinitely settings. It means that your ads are shown equally for a set period of time (usually 90 days), and then optimized based on their performance. This option is useful if you want to balance your ad testing and optimization, or if you have a seasonal or time-sensitive campaign. To write ad copy for this setting, you need to follow the same principles as for the optimize setting, but also consider the time frame and the seasonality of your offer. You also need to monitor your ad performance closely, as the platform may change your ad rotation after the initial period.

5 How to write ad copy for rotate randomly setting?

The rotate randomly setting is the least common and recommended option for SEM campaigns. It means that your ads are shown randomly without any optimization or preference. This option is useful if you want to experiment with different ad formats, such as responsive search ads or dynamic search ads, or if you have a very niche or diverse audience. To write ad copy for this setting, you need to be creative and flexible, and use a variety of keywords, headlines, and descriptions. You also need to be aware of the potential risks and costs of this option, as it may result in lower click-through rates, conversions, and quality scores.