Facebook Pixel for LeadDigital

Google Ads to remove accelerated ad delivery option next month

My Post - 2019-08-23T115529.919.pngSearch and Shopping campaigns using accelerated delivery will be switched to standard delivery by October 1.

Google Ads announced a coming change to ad delivery options that will start September 17. The accelerated delivery option will be removed and standard delivery will be the only option for Search and Shopping campaigns, as well as for campaigns with shared budgets.

Automatic switch by October 1. Any Search or Shopping campaigns and shared budgets using accelerated delivery will be switched over to standard delivery automatically by October 1.

The accelerated delivery option will still be available for Display and Video campaigns, Google said.

Why the change? Advertisers typically opt for accelerated delivery when the goal is to drive as many conversions as possible within a target cost per conversion. This is particularly common for e-commerce advertisers that are willing to spend as much as possible as long as their margins make sense. They choose the accelerated delivery option and set their daily budgets high enough to ensure their ads are served as often as possible throughout the entire day. It’s been a particularly popular option for Shopping campaigns.

However, Google says, the way that accelerated delivery works can make it an inefficient option. Obviously, if you do have a capped daily budget, choosing the accelerated option can mean your ads stop serving well before the day ends. But Google also notes, “this method can increase CPCs due to increased competition early in the day, or unintentionally spend most of your budget in earlier time zones.”

Google says standard delivery has been improved to be more predictive: “Standard delivery takes into account expected ad performance throughout the day and is better at maximizing performance within your daily budget.”

With standard ad delivery, your budget is paced throughout the day or the periods of time you’ve scheduled your ads to run. Google says it “optimizes your spend to be more reflective of targeted inventory user search (eg.user searches for your product/service),” as opposed to accelerated delivery, which Google says is “less optimized.” – Read more

best ad platforms

The 8 BEST Advertising Platforms for 2024

Sometimes, the allure of the new can sweep us off our feet. In the realm of advertising, this chase for the next big platform, the next untapped audience, it’s akin to a modern-day gold rush. We’re miners, sifting through the digital silt, hoping to find those glittering nuggets of audience

Read More »
Best franchise marketing

Best Digital Agency for Franchises: Top Picks for Boosting Your Business

Digital marketing has become an essential aspect of modern business, and franchises are no exception. With the rise of e-commerce and online shopping, franchises must have a robust online presence to remain competitive. However, creating and maintaining a digital marketing strategy can be challenging, especially for franchise owners who have

Read More »