Starting September 17, 2019, Google is making standard delivery the only delivery method for Search and Shopping campaigns on Google Ads.
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.
You might also like
More from Google
Google is making it easier to find deals by gathering the most popular promotions - presenting them in a new …
Google Meet video conferencing is rolling out fuller support for Google Glass with an open beta of Meet on Glass …
Google is teaming up with GoDaddy to allow merchants to have their product inventory show up across Google services.
Google is looking to attract new users to its Meet mobile app by letting them apply masks, effects, and filters …
Google has updated its Passes API to enable secure storage of vaccine and test cards on most Android devices.
Google is improving its live streaming service on Google Meet with two new features: cross-domain live streaming and live captions. …
A new Google Workspace feature automatically suggests a chat shortcut to talk to the participants in your scheduled meetings.