Well, balancing is essential in new tyres. Cupped tyres balanced or not will make rolling noise. Balancing will affect if they jerk/vibrate while driving.
In my experience rotating too much cupped tyres from the back to the front will increase the rolling noise, so don't wait too long to do it. I do it around the 6000 miles mark and seems to be enough.
Other than that just make sure when the tyres are good that you have them balanced, with the right pressure and a well aligned track (front and back).