Google is going to eliminate the accelerated ad delivery from Google Ads. Now, the search & shopping campaigns will be migrated from accelerated delivery to standard delivery.
From October 1, 2019; Google will wind up the accelerated delivery option from Google ads, and afterward, standard delivery will be the only option available for the campaigns. Google made an official announcement on its support page, stating that the accelerated budget delivery will no longer be available from October 1, this year. It will be removed from search and shopping campaigns that are currently using the accelerated budget delivery.
From September 17, Standard delivery will be the only option available. However, your accelerated delivery campaigns will still run till September 30. From October 1, your entire campaigns, currently using the accelerated delivery campaigns, will be automatically migrated to standard delivery.
What is Google Ads Delivery?
The ad delivery method determines how your daily budget is allocated throughout the day, which in turn determines how quickly Google will try to show your ads each day.
With the accelerated delivery, the focus is more on more conversions within a small span which exhausts the entire budget before the day ends. On the other hand, the standard ad delivery uses your daily budget smartly to deliver you adequate results without exhausting your entire budget.
Why Google Bring This Change?
Talking behind this change in the budget delivery system, Google shared the statement that,
“Accelerated delivery does not help in better utilization of budgets. Campaigns limited by budget and using accelerated budget likely see higher average Cost-per-click (CPC) due to the higher auction pressure in the early hours.”
Google mentioned that the accelerated budget delivery delivers almost the same results compared to the standard delivery. The accelerated delivery option was earlier used when you want to exhaust your budget quickly and get maximum conversions in a short time. Ads with accelerated delivery option get exhausted before the day end that pauses its delivery to consume maximum budget and get desired results. However, this increases your Ads CPC, which directly affect your campaigns.
Auto Switch to Standard Delivery from Oct 1
The changes will be reflected after October 1, so if you have any campaign using the accelerated budget delivery, you should change them to standard delivery; else it will be automatically moved to standard delivery after October 1.
What About Display and Video Campaigns?
Google also released the details that the Display and Video marketing campaign will continue to see the accelerated budget delivery system.
Why Should You Care?
Some professional marketers were more inclined towards the accelerated delivery option that directly affects their campaigns and compels them to move on standard delivery option. However, Google shared the knowledge that bidding strategies like maximize conversion, maximum clicks, etc. use machine learning that will deliver you better results as compared to the accelerated budget delivery system.
Moreover, Google recommended using Ad scheduling to overcome the end of accelerated ad delivery. The schedule will help you increase /decrease the bids for your ads campaign and deliver you maximize conversion value, conversion, or clicks.
Ad scheduling is a feature that allows your ads to be active on limited hours, business days, or when you want the cad campaigns to be active. Better handling your ads using ad scheduling will help you smartly manage your daily budget. You can use the ad scheduling to:
- Restrict the ad for specific hours of the day.
- To set bid adjustment when you want to increase/decrease the bids on specific days.
Start preparing for this change now.
