23 Dec '17, 12am

PPC 2017: Epic review of the biggest trends & updates in paid search

If there was any doubt Google was serious about this, the move to limit ad rotation options in August put that doubt to rest. The change makes the push for advertisers to choose “optimize,” letting the machines choose the best ad to serve , that much more forceful. Google’s Matt Lawson laid out in a column last month the argument for having at least three ads in an ad group: Overall impressions will increase as Google’s algorithms will serve up the best ad based on the specific query. Advertisers shouldn’t even be evaluating individual ad performance under this new rubric, but rather at the ad-group level of performance, says Google.

Full article: https://searchengineland.com/ppc-2017-year-in-review-goog...

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