Are you running video campaigns on Google properties and have set ad rotations to Optimize for conversations or to Rotate evenly? If so, you might want to take some notes. Google is going to be switching your rotation setting to Optimize for views, if it hasn’t already.
If you’re an advertiser, you’ll see a notice in AdWords that Optimize for views is the only ad rotation setting available for video campaigns and that campaigns will be automatically changed to that setting in January.
Under the campaign settings for video campaigns, Optimize for conversions and Rotate evenly options are listed as no longer supported.
Google began making the switch this monoth, as noted on the Adwords support page about ad rotation settings: Note: To simplify ad serving and campaign management, ad rotation settings will no longer be available for video campaigns starting in December 2016. Instead, all video campaigns will be optimized for views by default.
The change is significant for performance advertisers that run video campaigns with a goal of generating conversion actions, not just views, and those who have been using Rotate evenly for A/B testing ads for outcomes other than views.
A video view is counted when a viewer watches at least 30 seconds of a video ad, or the full video (if it ends up being less than 30 seconds long), or engages with a video ad in some way.