Selecting Conversions for Ad Optimization and Ad Rotation

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Immediately after choosing a strategy, Google Ads “hides” two very important settings: choosing conversions for ad optimization and ad rotation:




By default, the system will optimize your ads for all the goals included in the "Conversions" column (all the goals of the advertising account are included there). This may lead to the algorithm focusing not on important macro-conversions (order, application, thank gambling database turkey you page), but on micro-conversions, which usually have more data and are easier to provide (click, number of pages per session, duration of site viewing). Therefore, for each campaign, it is worth choosing a unique set of conversions for optimization. I chose the "Application for participation in the course" conversion action.

Rotation affects how impressions are distributed among the ads in your campaign. If you leave optimization on by default, Google will identify the ad that gets the most clicks and start giving it priority in impressions. Is clicks your goal? Probably not. You're probably running ads for conversions and sales.

It often happens that an ad that is clicked less often turns out to be more converting. Therefore, I recommend adding several ad options to a group, collecting statistics and analyzing their effectiveness yourself. And in the rotation settings, select the second item. If you do not plan to analyze advertising, do not change this setting.