The latest update from Mountain View gives publishers greater control over advertising experiments and a more flexible interface
A major shift in experiment management for publishers
Google has announced a significant update to the auto optimization feature in AdSense, following widespread requests from publishers seeking more control over advertising experiments. The tech giant confirmed that the update will roll out progressively over the coming weeks and will apply to all existing accounts.
Auto optimization now managed on a site-by-site basis
The most notable change is the introduction of per-site control over auto optimization. Publishers can now enable or disable the feature individually for each domain they manage. Previously, optimization settings were global across all sites linked to an AdSense account, with no option for differentiation.
When the update is applied to an account, existing optimization settings will be carried over to all connected sites by default.
Settings moved from “Experiments” to “Ads” page
The auto optimization settings have been relocated from the Experiments page to the Ads section within AdSense. A new dedicated column has also been introduced, allowing publishers to see at a glance which sites have the feature active.
A new approach to experiment application
The previous “Only suggestions” setting has been removed and replaced with a checkbox labeled “Automatically apply the best setting from the experiment.” This gives publishers a clear choice: allow Google to implement its preferred result or retain full manual control over site settings.
New sites default to optimization, but it’s optional
Any new site added to AdSense will now have auto optimization enabled by default, with the “automatically apply best setting” option selected, 50% of traffic included in tests, and no experiments blocked. However, publishers retain the option to disable this feature at any time.
Updates also apply to AdSense for Search (AFS)
Publishers using AdSense for Search (AFS) will also see changes. Auto optimization settings have been moved to a dedicated page accessible from the main “Experiments” menu. These settings remain account-level configurable, allowing centralized management of all search ad experiments.
A flexible strategy for a complex digital ecosystem
With these changes, Google reaffirms its commitment to a more transparent and adaptable experience for its business users. The goal is clear: maintain the performance benefits of automation while restoring control to the hands of those who manage websites and monetization strategies daily. This move reflects the evolving complexity of the digital advertising landscape and the growing need for customizable solutions.
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