Your ad delivery method determines how long your average daily budget lasts within a day. While accelerated delivery attempts to spend your budget faster than standard delivery, it isn't effective for campaigns that aren't limited by budget. And for campaigns that are limited by budget, this method can increase CPCs due to increased competition early in the day, or unintentionally spend most of your budget in earlier time zones. Alternatively, Standard delivery takes into account expected ad performance throughout the day and is better at maximising performance within your average daily budget.
We’re updating your ad delivery options to help you maximise performance within your average daily budget. Starting 17 September 2019, Standard delivery will be the only ad delivery method for Search campaigns, Shopping campaigns and shared budgets. Accelerated delivery will no longer be available. All search campaigns, Shopping campaigns and shared budgets using accelerated delivery will be automatically switched to standard delivery by 1 October 2019. Accelerated delivery will continue to be available for Display campaigns and Video campaigns.
To manage how your ads are delivered within a day, we recommend using ad scheduling. You can use ad scheduling to increase or decrease bids during certain times of the day. If your goal is to maximise performance, we recommend using Maximise conversion value, Maximise conversions or Maximise clicks bidding for your campaign to stay within your average daily budget.
You can learn more about ad delivery and the upcoming change in the Google Ads Help Centre.
Posted by Ramil Sobti, Product Manager, Google Ads
