The End Of Accelerated Delivery
When setting up a Google Ads campaign you set the average daily budget. This determines how much the campaign will spend on a daily basis. Sometimes Google will spend more per day and sometimes will spend under the daily budget but over the month it will even out. How Google spends the budget depends on which delivery option is chosen. Previously there were two choices:
The budget is distributed evenly throughout the day, therefore the budget won’t be used in the early hours of the day. This method is especially useful if you have a small budget as this stops all the budget getting used in the morning. This means your ad might not show every time it is being searched for.
The budget is spent quickly and the ad will show every time it is being searched for. This issue with this is that the budget is likely to run out in the morning and therefore your ad won’t show in the evening.
At Siren Search we always use standard delivery and it doesn’t really make sense to use accelerated delivery unless you specifically want to show your ads in the morning.
The accelerated delivery is no longer going to be an option starting in April 2020. Therefore the only option is to use standard delivery which was always the recommended option anyway. I don’t think this will affect the majority of advertisers as most advertisers will be using standard delivery. Standard delivery takes into account expected ad performance throughout the day, making it more effective at maximizing performance within your daily budget.
If you are a company that wants to push more budget into the early hours of the morning then you could use ad scheduling in order to achieve this.