Google just announced that, as of September 17th, 2019, standard delivery will be the only option for Google search and Google shopping campaigns. Further to this, all search and shopping campaigns currently using accelerated delivery, will all be automatically switched to standard delivery by October 1st, 2019.
Whilst search and shopping advertisers had been able to choose accelerated delivery (Accelerated delivery attempts to spend your budget faster than Standard delivery), Google now say this is not an effective way to run your campaigns.
While Accelerated delivery attempts to spend your budget faster than Standard delivery, it isn’t effective for campaigns that aren’t limited by budget. And for campaigns that are limited by budget, this method can increase CPCs due to increased competition early in the day, or unintentionally spend most of your budget in earlier time zones. Alternatively, Standard delivery takes into account expected ad performance throughout the day and is better at maximizing performance within your daily budget
Google now recommends, to manage how your ads are delivered by day, to use ad scheduling and apply bid modifiers where desired.
Accelerated delivery will continue to be available for Display campaigns and Video campaigns, although the reason for this, when Google themselves state this is not an optimum way of running your campaigns, remains a mystery.
Accelerated delivery has never been a particular good option to choose, as it can lead to a higher cost per click (CPC), daily budgets being reached earlier in the day and generally being less optimised.
Using ad scheduling is a far better way of controllong your daily budget. Prefer your ad to show more prominently during office hours? Then apply positive bid modifiers between 8am and 5pm for example.
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