Creative rotation policies are important

Internet marketing is a complicated business and consultants need their pay per click campaigns to be made easier rather than more difficult. A few months ago, online marketing was in danger of being made a little bit trickier. This was because Google announced that it was limiting the time period in which people could rotate their advertisements on AdWords. By restricting the time period to 30 days, Google was going to have a considerable impact on what advertisers could do. Since that decision was made though, events have taken a different course.

A U-turn by Google

The 30 day time period was not welcomed by many people in the industry. They knew that having more time in which to rotate their advertisements was beneficial to their businesses and their clients. Therefore they complained to Google about the change in policy.

Google showed that it was open to reasonable arguments. It modified its update in two important ways. Firstly, it offered advertisers a form to fill in which made it possible to opt out of the 30-day rule entirely. Secondly, it altered the 30-day setting to 90 days. This trebling of the length of time of the default setting enabled advertisers to gather more information than was possible under the earlier arrangement.

Microsoft’s AdCenter learns from the past

Microsoft’s AdCenter has been set up in a way which learns from Google’s earlier misjudgement. Microsoft had the advantage of introducing its advertising rotation system later than Google and it was able to avoid the mistake made by its dominant rival. It announced its plan in July 2012, a month after Google’s policy change and its plan became operational during August.

Users of Microsoft’s AdCenter will have the ability to rotate their advertisements evenly for an unlimited amount of time. They will be able to rotate any of their advertisements, regardless of the way in which they are performing in terms of their click-through rate. This means that testing can be very thorough. Each advertisement can be looked at in terms of how well they can perform in relation to goals set.

Getting it right first time

Many marketers will continue to use Google AdWords for a variety of reasons. Firstly, the number of potential customers who can be reached via Google AdWords is very high. Secondly, the people behind Google AdWords have shown that they can be responsive to reasonable requests for change from marketers. Thirdly, many individuals are familiar with how to use Google AdWords effectively. Fourthly, not everyone wants to take the time to understand how to use another paid search system.

Some individuals though could be tempted to use Microsoft AdCenter. They might use it in isolation or along with other approaches. The fact that Microsoft AdCenter has not stumbled over the issue of advertisement rotation is definitely something in its favour. Nevertheless, consultants do not always make their choices on the basis of single issues. Time will tell whether or not Microsoft AdCenter grows in popularity and this may well depend on the performance of Google AdWords in the years to come.

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