Google has said it will change the paid-search ad rotation. Beginning next week, the setting for ad rotation will change to 30 days, rather than an indefinite period of time. Then the setting will optimize to show the ads expected to generate the most clicks. Every time a creative is enabled or edited, the ads in that ad group will rotate more evenly for a new period of 30 days. Evidently, this has got paid-search marketing experts in a tizzy. Greg Habermann tells us why.