Starting September 17, 2019, Google is making standard delivery the only delivery method for Search and Shopping campaigns on Google Ads.
If you’re familiar with the different delivery methods on Google Ads, you will know that they determine how long your daily budget lasts within a day.
For example, Accelerated delivery tries to spend your budget as fast as possible, and isn’t as effective when used for campaigns that aren’t limited by budget. So, in campaigns that are limited by budget, this delivery method can increase CPCs (due to increased competition early in a day), or spend the majority of your budget in time zones that are earlier.
Standard delivery, on the other hand, is better at maximising performance depending on the daily budget, as it “takes into account expected ad performance throughout the day.” To help advertisers maximise their performance within a set daily budget, Google is now updating its ad delivery options, making Standard delivery “the only ad delivery method for Search campaigns, Shopping campaigns, and shared budgets.”
Starting September 17, 2019, Accelerated delivery will no longer be available for those campaign types, and all “Search and Shopping campaigns along with shared budgets using Accelerated delivery will be automatically switched to Standard delivery by October 1, 2019.” Advertisers can still use Accelerated delivery, but it will only be available for Display campaigns and Video campaigns.
Google recommends that advertisers manage how their ads are delivered within a day with ad scheduling. Advertisers can use ad scheduling to increase or decrease bids at different times of the day. To maximize performance, Google recommends using Maximize conversion value, Maximize conversions, or Maximize clicks bidding for campaigns to stay within a set daily budget.
More information about ad delivery and the delivery method changes can be found here.
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