Changes to Google’s Accelerated Budgets
As of October 1st, Google advertisers no longer have the ‘accelerated budget’ setting for Shopping campaigns, Search campaigns, or shared budgets. The campaigns programmed to those settings and budget types defaulted to standard delivery as of October 7th, 2019.
Accelerated budgets were a go-to option for e-Commerce, particularly Shopping campaigns. A go-to because they serve ads as often as possible. Though inefficient for most, this works best for advertisers aiming for a top position at a low budget. That said, accelerated delivery will remain the same for Display and Video campaigns.
How does it work? Google clarifies that accelerated delivery spends your budget rapidly when compared to standard delivery. Not for everyone, this option isn’t ideal for most advertisers as it’s a less optimal delivery method. Advertisers with a limited budget will burn through it quickly without offering much relevancy to users.
If an account limits you, the accelerated budget setting may result in lower clicks and lower ROI — your ads may be displayed at an accelerated rate in the early hours of the day. For example, your ads are more likely to be shown to people in earlier time zones. If you’re targeting the United States, your ads are more likely to be shown to people on the east coast than people on the west coast because of the time difference.
For most, standard delivery is a better option as it distributes ads optimally throughout the day, usually resulting in lower CPCs. Other alternatives that advertisers can focus on are keyword expansion or increasing bids instead.
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