The idea is to simplify ad rotation into two settings. With the change, two options become available in September — Optimize, which prioritizes the best-performing ads; and Rotate Indefinitely, which gives ads equal preference. The Optimize setting will optimize ads for clicks in each individual auction using signals such as keyword, search term, device, and location.
Google plans to change the options it gives advertisers for excluding site categories for the Display Network in AdWords. Several site categories are being eliminated, while a few are being added. Others are rolling up into a more concise name. To streamline the AdWords interface and improve serving, Google says it is merging some site category options and removing others.