Google AdSense brings site-level control to Auto optimize feature

Google announced a significant update to its AdSense Auto optimize feature on May 9, just two days ago. The changes, which will roll out over the next few weeks, allow publishers to configure optimization experiments at the site level rather than account-wide, offering more granular control over how Google tests ad formats and settings.

According to Google's announcement, "We've heard from many of you that you want more control over the optimization experiments that Google runs for you." This feedback-driven update aims to provide publishers with the ability to customize which sites participate in optimization experiments and how those experiments are conducted.

What changes are coming to AdSense Auto optimize?

The Auto optimize feature, which allows Google to run experiments on ad format settings to improve revenue or user experience, has undergone several significant modifications:

1. New location: Auto optimize settings have moved from the Experiments page to the Ads page within AdSense accounts, centralizing ad management functionality.
2. Site-level control: Publishers can now turn Auto optimize on or off for individual sites rather than applying the same settings across their entire account.
3. Simplified options: The former "Suggestions only" option has been replaced with a checkbox labeled "Auto-apply experiment winner," giving publishers a clearer choice regarding experiment automation.
4. Improved visibility: An "Auto optimize" column has been added to the sites table on the Ads page, making it easier to monitor which sites have Auto optimize activated.
5. Default settings for new sites: When publishers add a new site to their AdSense account, Auto optimize will be turned on by default with "Auto-apply experiment winner" selected, 50% traffic allocation, and no blocked experiments.

These changes reflect a more nuanced approach to ad optimization, acknowledging that publishers may have different preferences for different properties in their portfolio.

How the migration will work

When the changes are implemented in a publisher's account, Google will apply existing Auto optimize settings to all their sites. This means that if a publisher currently has Auto optimize turned on at the account level, all their individual sites will have it enabled when the update takes effect.

Publishers who want to customize these settings for specific sites will need to adjust them after the migration. This can be done through the Ads page by clicking "Edit" next to the site name and selecting the Auto optimize tab.

For content ads, Auto optimize will test settings on 50% of a site's traffic by default, though publishers can modify this percentage. Experiments may include turning on specific Auto ads formats or changing format settings to optimize performance.

For AdSense for Search (AFS) publishers, the update introduces a new dedicated "Auto optimize for search ads" page accessible from the main Experiments page. Unlike content ads, search ad optimization will still be controlled at the account level rather than site level, with experiments running on 5% of traffic by default.

Publisher control options

The update offers several ways for publishers to customize their Auto optimize experience:

1. Traffic allocation: Publishers can select what percentage of their site's traffic participates in experiments, with Google recommending 50% for optimal results.
2. Experiment blocking: Specific types of experiments can be blocked for sites where certain ad formats are undesirable.
3. Winner application: Publishers can choose whether Google automatically applies winning experiment configurations or requires manual approval.
4. Notification management: Email notifications can be customized to alert publishers when experiments start, finish, or require decisions.

Google product managers emphasized that certain settings, such as blocking controls and privacy settings, will not be part of Auto optimize experiments to ensure publisher preferences in these areas remain unchanged.

Strategic implications for publishers

This update represents a significant shift in how publishers can approach ad optimization across their portfolio of sites. Publishers with diverse properties can now implement different strategies for different audiences.

Media analysts note that this more granular approach allows publishers to:

• Test aggressive optimization strategies on certain properties while maintaining consistent ad experiences on others
• Protect brand-sensitive sites from experimental ad formats
• Apply different testing thresholds based on traffic volume

The change also aligns with broader industry moves toward site-specific configurations rather than account-wide settings, reflecting the increasing sophistication of digital publishing operations.

Publishers' next steps

Publishers should be aware that these changes will roll out gradually over the coming weeks. When an account is updated, existing Auto optimize settings will be applied across all sites automatically.

To prepare for this transition, publishers may want to:

1. Review their current Auto optimize settings to understand what will be applied to all sites
2. Identify which sites should have custom optimization settings
3. Plan to make adjustments once the update is live in their account

Publishers who prefer not to use Auto optimize on certain sites will need to manually turn it off for those properties after the update takes effect.

Technical implementation process

For publishers who wish to implement site-specific Auto optimize settings after the update, the process involves:

1. Signing into their AdSense account
2. Clicking on the Ads section
3. Finding the site in the table and clicking "Edit"
4. Selecting the Auto optimize tab
5. Configuring preferences for that specific site
6. Clicking "Apply to site" to save changes

For those wanting to block specific experiment types on certain sites, an additional step involves clicking on "Blocked experiments" and selecting which experiment types to exclude.

The move toward site-level optimization comes as digital publishers face increasing pressure to maximize ad revenue while maintaining user experience. With privacy changes limiting targeting capabilities, on-page optimization has become an increasingly important revenue lever.

Industry observers note that Google's approach balances automation with publisher control, a difficult balance in the complex digital advertising ecosystem. The update acknowledges that different sites may have different optimization needs based on content type, audience, and business model.

Timeline of AdSense Auto optimize evolution

• Prior to March 2024: AdSense optimization experiments primarily managed at account level
• March 4, 2024: New site-level approval process introduced for AdSense for Search sites
• May 9, 2025: Announcement of site-level Auto optimize controls
• May-June 2025: Gradual rollout of site-level optimization settings
• Future updates: Google hints at more granular controls for publishers in coming months