The ‘Rotate Indefinitely’ option in Google AdWords is back after a short hiatus. But, it’s a little unclear why the option was resurrected.

Straight from the AdWords blog:

If you select “Rotate indefinitely” option for your campaign, we will show lower-performing ads about as often as higher-performing ads. For most advertisers, this may result in fewer, more expensive clicks and your ad appearing in a lower position. So we generally don’t recommend“Rotate indefinitely”

Also, as Pamela Parker reports for Search Engine Land, less than 1-percent of AdWords users asked for ‘Rotate indefinitely’ to be brought back.

Be warned though. In the coming weeks, campaigns that are set to ‘Rotate evenly’ will automatically change to ‘Rotate indefinitely’.

AdWords is also adding options to their impression share metrics to better track and manage ads. It comes at a price, however, as Google will be phasing out impression share data in AdWords existing columns. In order to preserve historical impression share data from these columns, you’ll need to download the reports before November 1st, when they will be wiped out.

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