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 Calendar is introducing work hour segmentation and repeating out-of-office replies to help you organize your hectic schedule.
Chrome is giving users more privacy and fewer distractions, by muting web notifications while screen sharing.
Google has announced a new feature that lets you quickly preview how you look on camera before going on a …
Google has started testing a feature that provides information about search results - letting users get more context about them.
Google has announced that out of office information will now be available when replying to or mentioning someone in Google …
Google Maps announced it's rolling out street-level details - like crosswalks, sidewalks, and more, in four major global cities.
To help users write comments quickly, Smart Compose and autocorrect are now available when adding comments in Google Docs.