Google AdWords updates to aid conversion rate optimization

Starting this month, advertisers and agencies using Google AdWords stand to achieve a step closer to work-life balance.

Google has introduced rotation settings that will allow marketers to adjust campaigns to optimize on the AdWords that are achieving the specified campaign goals. The new settings will also allow planners to attribute equal budget preference across the chosen AdWords in a setting referred to as Rotate Indefinitely.

With the setting known as Optimize, marketers will be able to tap into signals such as keyword, search term, device, and location, relying on AI to optimize a campaign for clicks to a landing page.

Without this update, marketers focused on performance would have to do this manually, redirect resources away from nonperforming AdWords and redirecting it towards channels and keywords that achieved the campaign objective.

What is not clear at the moment is whether the new functionality will raise the cost per click on Google, as it has in the past for similar rollouts and updates.

The update went into effect September 1.