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4 different text ads, all with the same keywords, what causes Google to show one more often

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# 1
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I have 4 different ads, same keywords, what causes Google to show one ad 2,000 times and another 20 times? (as an example)

2 Expert replyverified_user

Re: 4 different text ads, all with the same keywords, what causes Google to show one more often

[ Edited ]
Top Contributor
# 2
Top Contributor

Hi Carol,

Chances are the difference in impressions is caused by historical stats of those 4 different ad copies. Google is inclined to show better performing copies more often.

Best,
Lakatos

Re: 4 different text ads, all with the same keywords, what causes Google to show one more often

Top Contributor
# 3
Top Contributor
Agreed with Lakatos, Depending your ads rotation settings(optimise for clicks or optimise for conversions), adwords will show best performing ads.
In case, if you switch to other ad rotation settings then the scenario will be changed.

Regards
Archit, AdWords Top Contributor, Community Profile
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Re: 4 different text ads, all with the same keywords, what causes Google to show one more often

[ Edited ]
Top Contributor
# 4
Top Contributor

Hi,

Oh, yeah sure. You may want to select *Rotate evenly* if you wish to optimize ads using your own data. This option will display your ads more evenly for at least 90 days, then optimize them. And there is yet another option: *Rotate indefinitely*.

You may select above options under *Advanced settings*, then *Ad delivery: Ad rotation, frequency capping* on the campaign settings page.

Best,
Lakatos