This message was deleted.

1. Yes but depends on what you define as performance. Google is blind to data it doesn't see. I use ad rotation to optimize for CTRs and test ad copies to find which one works the best from a CTR perspective. Once I have settled in on which ad copy gets me the most clicks, I would analyse their conversion volume/quality potential and pause the non-performing ones and call it a day. I may not keep using rotation settings indefinitely since Google simply doesn't know what best performing really is, which in case of b2b is slightly complex. Sometimes I'm optimizing for volume, other times for quality and yet other times for ROI etc. 2. Biggest use of not opting into its default settings is you're not at risk of over optimizing for a single metric of performance. Once you know a few ad copies that are working, you're better off keeping the ad copy fresh and let them rotate evenly.

@Aniruddh Jain lights up my ideas, thanks!

I did experimented across all the available options, here are my thoughts, • when you are not sure on your ad copy and you launched something new, in that case optimised for the best works well, as Google tries to show the ad more getting more interactions and the metrics like CTR. • But at the same time, many times we know what copy will work for an ongoing campaign or where we have some good experiences , there you can rely on choosing the ads evenly or if you plan to keep the ads like you want to get impressions on all so you can keep that too. So it’s more of depend on your objective too.