Having an arsenal of ads is important for the mid and the large sized brand. People respond to ads, but they are more responsive to differing ads. Multiple ads gain more exposure than a single ad displayed over and over again. Some time ago Google’s AdWords tested ad rotation based on differing metrics than just success, which is measured by higher clickthrough rates (CTR). Google received some flack for creating a 30-day period where the ads would reevaluate which ads were most effective. Many social media agencies cried foul because for them a 30-day period was not enough time to accurately measure ads.
Microsoft learned from the AdWords uproar and has implemented a new ad rotation feature to advertisers. It used to be that ads would rotate based upon higher CTRs, but a new feature available to advertisers allows an ad rotation that is more even. Even though CTR is one of the best metrics for ad evaluation, many advertisers want to expose people to more ads and not just the higher CTR earning ones. This is especially helpful for the social media agency because of Bing’s and AdCenter’s much tighter integration with social network data than AdWords can offer.
This new option is especially helpful as the social media agency experiments with ads. A newer ad, even if it its purpose is not a different experience, needs time before an accurate measure of CTR can be obtained. The old rotation option would move the newer ads to less exposure than established ads even if the newer ad turns out to be more effective in the long run. This move will also better help the internet marketing firm conduct A/B testing on ads.