Use ad delivery to set the pace of your ads

What it does

Ad delivery determines how quickly your ads are shown and how long your average daily budget lasts during a given day. For most advertisers, budget is used whenever a potential customer clicks your ad, so the more often your ad is clicked, the faster you'll use up your average daily budget. When your average daily budget is reached, your ads will typically stop showing for that day.

Your ad delivery method is relevant if your campaign is limited by budget since it allows you to decide how quickly you want your budget to be spent. If your campaign isn’t limited by budget, the ad delivery method won’t be useful since your budget is high enough to enable your ads to serve throughout the entire day.

Ad delivery options

If you’ve chosen a campaign type with “All features” enabled, you have two options for ad delivery methods - “Standard” (this is the default setting for all campaigns) or “Accelerated.” You’ll find this option by clicking Delivery method (advanced) in your campaign settings, just after your campaign budget.

Standard delivery (default option)

  • How it works: The standard delivery method aims to evenly distribute your budget across the entire day (12 a.m. – 11:59 p.m.) to avoid exhausting your budget early on.
  • Why use it: Recommended for new advertisers, this delivery method is useful if you want to reach customers evenly throughout the day. If you have a small budget, this method can also help you avoid spending your entire budget in the morning. For instance, if you run a gourmet food delivery business, you'd want to make sure you reach customers at breakfast, lunch, and dinner.
  • What to expect: Since your ad delivery occurs throughout the day, you might not see your ad appear every time you look for it, particularly if your campaign is limited by budget.

Accelerated delivery

  • How it works: The accelerated delivery method displays your ads more frequently as soon as each day starts (12 a.m.), until you reach your average daily budget. So, if your campaign is limited by budget, your campaign may exhaust its average daily budget more quickly, causing your ad to stop running earlier in the day.
  • Why use it: Though not recommended for most advertisers, you can use this method if it's important to you that your ads start showing in the morning and more quickly thereafter, until your average daily budget is reached -- even if that means they might not show throughout the entire day.
  • What to expect: If your campaign is limited by budget, your ads will stop showing once you've reached the average daily budget allocated for that day. If you reach your budget limit early in the morning, your ad won't run again until the next day, so you might not see your ad appear every time you look for it, particularly at night.

Tips

  • Remember, to see your ad in context, it's better to use the Ad Preview and Diagnosis tool than to search for it on Google.
  • Want to explore more advanced ad delivery options like ad rotation and frequency capping? You can find those features in your campaign’s “Advanced settings.” Learn more about ad rotation and frequency capping.
  • If you want more control over when your ad appears, and if you've done some research about what times and days your customers click your ads the most, you can create a custom ad schedule to select these times and days to show your ad. Learn more about custom ad scheduling.

How to edit your ad delivery method

Selecting a standard or accelerated delivery method

Here's how to select a standard or accelerated delivery method:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab at the top.
  3. Under All online campaigns, click the name of the campaign to be delivered.
  4. Click the Settings tab.
  5. In the "Bidding and budget" section, click Delivery method (advanced). Note that the availability of certain settings, like this one, may depend on the campaign type you choose. Compare campaign types in detail.
  6. Next to "Delivery method," click Edit.
  7. Select Standard (the default) or Accelerated.
  8. Click Save.

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Setting the delivery method for multiple campaigns at once

Here's how to set the delivery method for multiple campaigns at the same time:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab at the top.
  3. Click the Settings sub-tab.
  4. Check the box next to any campaigns that you want to change.
  5. From the Edit menu, select Advanced settings > Delivery method….
  6. In the box that appears, choose the delivery method that you would like for the selected campaigns.
  7. Optional: We recommend you click Preview changes to see how your campaigns’ delivery method will change.
  8. Click Make changes.

Tip

While on the campaign settings tab, you can click Filter to show only campaigns that match specific criteria. This can make it easier to make changes in bulk to certain campaigns.

Fix a problem with ad delivery

Why don’t I have advanced ad delivery options?

If you don’t see the “Delivery method (advanced)” option in your campaign settings, it could be because your campaign has only “Standard” features enabled. You’ll need to switch your campaign sub-type to “All features” to see this option. Learn more about campaign types.

Why is my “Standard” delivery campaign only showing ads early in the day?

Although our system attempts to show ads evenly over the course of the day with “Standard” delivery, your campaign’s historical performance can influence when ads are served. For example, if your ads tend to perform better when they’re served earlier in the day, our system will try to show your ads earlier in the day in an effort to maintain this high performance. If you’d like more control over when your ads are served, we recommend using custom ad scheduling to decrease your bids during the periods of time you don’t want your ads to show, and raise your bids during the periods of time you do want your ads to show. Learn more about custom ad scheduling.

Next steps