If you are running multiple ad versions in a campaign, the determination of which ad gets served the most in the rotation is based on the exchanges’ algorithm of which ad creative it thinks will get the most engagement based on the machine learning that is happening during the course of the campaign.
So we can’t control exactly how many impressions go to each ad creative gets but if a client would like a more even distribution we can switch/rotate the ad creative every week or so if you want to do that. We suggest coaching clients to let the artificial intelligence of the algorithm decide which ads to show because it’s going to optimize for the one it thinks a person is most likely going to engage with.
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