In this article we will focus only on one setting. Yes you read that right -- just one individual setting -- that can save hours of debate between publishers, agencies, and clients about which advertisement to run or which works better.
The answer to this debate is to simply choose to run two different creatives (two different versions of the advertisement) for the same line item and select the "Optimized" setting in the Rotate Creatives pulldown menu. DfP will then randomly serve two or more creatives until it determines which advertisement gets more click-throughs in which case it will run the more successful one more frequently.
You can then use this to monitor how often each creative is being served and present your findings to the client at which point assumptions are replaced with opinion free statistics -- hopefully ending the very time consuming debates.
As always, it's important for the advertiser to understand that not all products or services are click friendly.
Some campaigns are simply about brand building or creating awareness in which case actual ad-clicks may mean very little as the reader has few reasons to click (because for example they are not interested in the product/service at that time). But if all creatives have a strong call to action, or even better, can lead to an actual e-commerce transaction you will want to make use of the Optimized Setting for creative rotation and study the reports closely.
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