Google Ads to Pull the Plug on Accelerated Ad Delivery
There is no denying that Google is slowly but surely taking control away from advertising and the most recent announcement by Google just emphasizes this even more.
This latest update is quite upsetting for me, since it’s been a little known feature that was like my secret weapon many times.
So, what is this latest Google Ads update?
Google has just announced that starting on September 17, 2019, they are doing away with accelerated delivery.
Standard delivery will be the only ad delivery method for Search and Shopping campaigns.
If by October 1st, if you are still using accelerated delivery, Google will automatically switch those over to standard delivery.
Please note that Accelerated delivery will still be available for Display campaigns and Video campaigns.
Why is the sudden change?
Google claims that accelerated delivery to be an inefficient option, which obviously brought about this change.
Advertisers normally use accelerated delivery when they want to drive as many conversions as possible (or most of the time, to spend as quickly as possible). However, despite having its benefits, Google have later said that accelerated delivery can in fact increase cost-per-click.
Here is what Google said “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 daily budget.”
This is another strong indication that Google believes automated learning algorithms are a better option for advertisers looking to optimise their campaigns (Smart Bidding, etc).
Take away:
- Regardless if you’re using Standard or Accelerated ad delivery method, the important thing is that you are maximising your spend by targeting the right people at the right time.
- Google is really gearing towards automation, and whether we like it or not, automation will grow and change a lot of crucial aspects of PPC. And it’s just best to start adapting.