Ad Delivery – Standard vs Accelerated
Update: As of April and May 2020, Google disabled the ability to put campaigns on Accelerated delivery, with their reasoning that accelerated delivery does not help in the better utilisation of budgets. There is more information available about Google’s decision to stop accelerated delivery available on their support pages.
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Sometimes it’s better to take the slow path and the easy road. Other times, it’s better to put your foot to the floor and get aggressive with your Google campaigns. We’re going to explore two methods of ad delivery – standard and accelerated.
Google Ads can deliver campaigns in two different ways:
Standard Delivery is the default delivery method, distributing your ads evenly over the course of the day. This uses your budget slowly, so as to avoid depleting it early on.
Accelerated Delivery distributes your ad more frequently from the start of the day until your budget is used. It uses more of your budget earlier on, to show as many ads to audiences as possible.
So which one is the best for your campaigns? Are you better to get the ads out there as quickly as possible – to try hitting top positions before your competitors do? Or are you better to take the “safe” option, and get ad impressions through the entire day?
This depends totally on your business, what you’re selling, and the strategy you wish to adopt. It’s important to know the difference between both delivery methods and what it means for your Google Ads campaigns.
Standard Ad Delivery
Standard Delivery is recommended as the archetype delivery method by Google. Google uses its algorithm to obtain previous data, check how often your keyword is likely to trigger, and how much it will cost. However, Google’s algorithm isn’t perfect, and as such the data might be different from the prediction. For example, if the algorithm predicts that the number of searches for your keyword is higher than it actually is, then your budget may not be spent for the day. Google will be holding back your ads, thinking that there are more searches to come later. This can lead you to missing out on impressions, so you may not be seen as often you may like.
Essentially, because Google is predicting how many times your keywords are searched, this means you won’t show up every time a search actually happens. Instead, Google will calculate when to show your ads based on the budget you’ve allocated for that day.
Of course, if you have a relatively small budget, this can be somewhat beneficial. Your ads will be shown throughout the day at any time, rather than for every search. This may mean your ads are placed into auctions with fewer competitors, or have your less expensive keywords used.
With a limited budget, this means at the very least your ad is likely to be shown anytime during the day. You’d then want to find out what day you get the best results. Look at the data to see what times you’re getting the best clicks, CTR, conversions, better positions, and so on. You can then create a schedule around what times and days your ads are going to be the most effective.
Accelerated Ad Delivery
Accelerated delivery is a way to make sure that targeted budget will have a better chance of being used that day. Instead of being placed in a less competitive auction like in standard delivery, Google will place your ad into any auction that is suitable, as long as your budget remains.
Accelerated delivery will place your ad as fast as possible into search engine results. This means you have a higher chance to be seen before your competitors are (especially if they’ve got standard delivery on).
This does have a downside though – your budget might be used up more quickly. If you get a lot of clicks earlier in the day, you may not have enough budget to be shown at later times. But if those clicks are converting, then this should work out in your favour!
Accelerated delivery is great if you don’t use up your entire budget too early. Google will try to add you into each auction for page results as quickly as possible. So, it’s likely that you will receive more clicks overall than if you were to use standard delivery.
So What Should I Use?
Consider what you’re selling, what kind of clients you are hoping to reach, and what times work best for your product. Set yourself some budgets and timelines for testing. The best way to find out is to test each method and find out which one works for you.
We can help you analyse and implement which method may perform better for your business. Contact us anytime!