Google Adwords Delivery

January 16th, 2007

As (hopefully) most paid search managers will know, the position of your Google Adwords advert is determined by factors from your quality score and your maximum bid. However, something not often discussed is the issue of the Google Ad rotation system. When the question was put to Google regarding their ad rotation, they responded:

Regarding the serving, this actually is a common question that we receive. The system tries to equally rotate ads but there are other factors that weigh into this rotation. In your case it does look fairly even for the most part, however the system may be looking at the one ad as one with a less quality score than the other, thus not serving it as often. Although you have it opted into rotate more evenly it isn’t guaranteed that the system will functionally work to an exact science. I know this isn’t the answer you were hoping for, but this is what we have been told by engineering!

Another reason to make sure your ads are great.