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Google Announces Important Change to its Ad Delivery

28th August 2019
Google Announces Important Change to its Ad Delivery

Google Ads has announced it will stop running accelerated ad delivery from 17th September 2019 in order to maximise performance within advertisers’ budgets. This change will be applicable to all Search and Shopping and shared budgets campaigns, which will automatically be switched to standard delivery by 1st October of this year.

Why is Google Ads changing?

Advertisers choose accelerated delivery for their adverts in order to get as many conversions as possible within their Cost Per Conversion (CPC) target. However, according to Google the problem with accelerated ad delivery is its inefficiency and potential to actually increase CPC as it often rinses through your daily budget incredibly quickly and often in the early hours of the morning, which is not ideal unless your quality customers are online at 4am.

Indeed, when citing their reasons for stopping accelerated ads, Google states ‘this method can increase CPCs due to increased competition early in the day, or unintentionally spend most of your budget in earlier time zones.’ While this isn’t necessarily a problem for sites that have huge budgets and can afford to set daily spends high enough to ensure their ads are displayed throughout the whole day, average marketers can’t afford such luxury.

What does this mean for advertisers?

Whilst many advertisers may decry this change to Google’s advertising, Google Ads reassures marketers that their standard ad delivery has been much improved to compensate for the loss, noting, ‘standard delivery takes into account expected ad performance throughout the day and is better at maximizing performance within your daily budget.’ This means that your budget is either spent more evenly throughout the day, or during the specific time frame you’ve identified to reflect your customers’ shopping habits. So rather than spending daily budget all at once at what is likely an awkward time of day, your ad delivery is now optimised to reflect your customers’ behaviour.


Worried about how this update will affect your business? Get in touch with the Google experts at b4b, a leading marketing agency in the South, today on 01202 684400 and discover how we can help you stay ahead of the competition.

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