How to manage which Ads show in AdWords
I am fairly new to AdWords and am wondering how it is decided which of my ads show for searches? I have read a bit about ad rotation - is this an option, or an automatic setting?
I have several ads per ad group, and some ads perform a lot better than others. I am therefore wondering whether to get rid of these altogether, and just keep the highest-performing ads. Can anyone offer any advice on these?
Re: How to manage which Ads show in AdWords
Ad rotation is a setting on the campaign level. By default it is set to "optimize for clicks." So automatically your better performing ads should be getting the majority of the impression share. If you are tracking conversions, you might want to consider trying "optimize for conversions."
You can always pause and/or delete ads that do not perform to your liking. It is good practice to "always be testing" and try to create new ads that will do better than the ones that are already performing well.
More details about ad rotation here: https://support.google.com/adwords/answer/112876?hl=en
More details on pausing ads here: https://support.google.com/adwords/answer/2375285?hl=en