A delivery method in AdWords determines the urgency you would like Google to use when serving your ad. There are two delivery methods in Google Adwords, standard and accelerated delivery.
In a recent blog, Google announced a coming change to ad delivery options that will start September 17.
“We’re updating your ad delivery options to help you maximize performance within your daily budget. Starting September 17, 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.” said Google.
WHY GOOGLE IS REMOVING ACCELERATED DELIVERY?
Google’s decision to remove its accelerated delivery of ads for search and shopping campaigns and shared budgets focuses on making these campaigns more effective.
The goal of driving as many clicks and conversions as possible, within a certain range, can lead to higher spending during specific dayparts — like mornings when some advertisers are competing more fiercely for attention. Thus, 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 maximizing performance within your daily budget.
Google added that “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.”
MANAGING YOUR ADS
To manage how your ads are delivered within a day, Google recommended using ad scheduling.
“You can use ad scheduling to increase or decrease bids during certain times of the day.” says Google.
If your goal is to maximize performance, Google also recommended using Maximize conversions or Maximize clicks bidding for your campaign to stay within your daily budget.
Any Search or Shopping campaigns and shared budgets using accelerated delivery will be switched over to standard delivery automatically by October 1.
You can learn more about ad delivery and the upcoming change in the Google Ads Help Center.
