Google Ads to Take Off the Accelerated Ad Delivery Option This Month

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? 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.”