Summary of Google Ads advertising tips!

Starting October 14, 2019, Search campaigns, Shopping campaigns and shared budgets will no longer be able to use the "accelerated" budget spending method.

Starting October 14, 2019, Search campaigns, Shopping campaigns and shared budgets will no longer be able to use the "accelerated" budget spending method. Starting October 7, 2019, campaign types and budget types listed above with accelerated delivery will automatically be migrated to standard delivery. We recommend that you go to your Campaign Settings page and change your budget spending settings to switch to Standard delivery method.

️Accelerating delivery will not promote efficient use of budget. Campaigns that are limited by budget and using the "accelerated" budget spending method may see higher average CPCs due to higher bidding pressure earlier in the day. If you’re having trouble reaching your spending goals, you can try using the Recommendations page optimization. The Recommendations page automatically generates specific suggestions to help you improve your advertising performance based on your Google Ads account's performance history, campaign settings, and Google search trends.

Next, let’s learn how to avoid using the “accelerated” budget spending method.

① Switch the campaign from accelerated delivery to standard delivery

Sign in to your Google Ads account.

On the Overview page, click Settings in the page menu on the left.

Click Search campaigns on the left tab to filter to view Search campaigns.

Select all of your search campaigns by checking the box next to the column heading labeled "Campaign."

Click Edit and select Change delivery method.

Select Standard to change all filtered campaigns to standard delivery.

Click Apply.

② Switch the shared budget from accelerated delivery to standard delivery

Sign in to your Google Ads account.

Click the Tools icon, then under "Shared library," click Shared budget.

Hover your cursor over Accelerate budget spending and click the pencil icon.

Select the criteria and click Save.

Summary of Google Ads delivery settings:

The way you deliver your ads can determine how long it takes for your budget to be spent. If you have a limited budget, select Standard or Accelerated ad delivery to determine the pace at which you would like your ads to show throughout the day. This article provides an overview of both ad serving methods and when to use each.

Ad delivery and average daily budget. When you create your campaign, you set an average daily budget. Your "average daily budget" determines the average amount you'd like to spend on this campaign each day. (You may end up paying less than your average daily budget, or up to twice that amount.)

For most Google Ads advertisers, some of your budget will be used every time a potential customer clicks on your ad. The more clicks your ad receives, the faster your average daily budget will be spent. How your campaign delivers ads determines how quickly your budget is spent. If your campaign is limited by budget, then how you set up your ad delivery is very important because it determines how quickly your budget will be spent. If your campaign is not limited by budget, then the way you set up your ad delivery method may not be that important because your budget is sufficient to ensure that your ads have a chance to run throughout the day.

Choose “Standard” or “Accelerated” ad delivery: You can choose between two ad delivery methods: “Standard” (which is the default setting for all campaigns and optimizes your budget by spreading spend evenly throughout the day); or “Accelerated” (which is not recommended for the vast majority of Google Ads advertisers).

Standard delivery (default option)

How it works: Google optimizes your spend to better reflect targeted inventory for user searches (for example, searches for your products or services). Your budget is spread out throughout the day to avoid running out of it early. Budget allocation occurs during the scheduled display period of your ad.

Why you should use it: This is the recommended option for most Google Ads advertisers; it’s useful if you want to reach customers evenly throughout the day. If you’re on a tight budget, this method can also help prevent you from spending most of it in the morning.

What to expect: Because your ad delivery is spread out throughout the day, you may not see your ad during every search, especially if your campaign is limited by budget.

Tip: Remember that to see your ad in action, it's best to use the Ad Preview and Diagnosis tool rather than searching directly on Google.

“Accelerated” delivery (this option is not recommended for most Google Ads advertisers)

How it works: Accelerated delivery is less optimized than standard delivery and spends your budget more quickly. Therefore, accelerated delivery is not recommended for most advertisers. For example, if your campaign is limited by budget, it may spend most of its budget earlier in the day, which may not reflect the time when most users are looking for your products or services.

Why to use it: While this delivery method isn't recommended for most advertisers, if it's more important for you to show your ads more often earlier in the day than later in the evening, you might use this method, even if it means your ads might not show throughout the day.

What to expect: If your campaign is limited by budget, your ads will stop showing once you reach the average daily budget allocated for that day. If you reach your budget early in the morning, your ads won't start running again until the next day. Therefore, you may not see your ad every time you search, especially at night.

Note:

The purpose of accelerated delivery is not to increase spend when you can't spend your budget. If you're having trouble spending your daily budget, consider using keyword expansion or increasing bids instead of accelerating your budget. When your campaign is not limited by budget, both delivery modes will deliver your ads to all available targeted inventory.

Accelerated delivery may result in higher CPCs because your ads appear more often earlier in the day, leading to greater price competition. Optimal budget allocation for standard delivery may result in lower CPCs than for accelerated delivery. If your account has never been limited by budget, this setting will not have any impact on your ad performance.

Accelerated delivery may result in ads being shown in certain regions or to certain demographics. For example, your ads are more likely to show to users in earlier time zones. If you’re targeting the United States, your ad is more likely to show to users on the East Coast than to those on the West Coast due to the time difference.

If you are limited by budget, accelerated delivery may result in fewer clicks.

Overall, if you’re constrained by budget, accelerating ad delivery may reduce your ROI.

Author: Google Forum

Source: Google Forums