Frank Watson of Search Engine Watch found while querying a Google AdWords problem that quality scoring impacts the delivery of your ads even if the ad variations are set to be displayed evenly.

“A rep at Google explained it this way:

Regarding the serving, this actually is a common question that we receive. The system tries to equally rotate ads but there are other factors that weigh into this rotation. In your case it does look fairly even for the most part, however the system may be looking at the one ad as one with a less quality score than the other, thus not serving it as often. Although you have it opted into rotate more evenly it isn’t guaranteed that the system will functionally work to an exact science. I know this isn’t the answer you were hoping for, but this is what we have been told by engineering!”

Posted in google adwords, ppc |