Google Ads is making standard delivery they only ad delivery method for all campaigns, including Display, Video, App, and Hotel campaigns.
Google Ads started to migrate campaigns from accelerated delivery to standard delivery in October of 2019. The first to be migrated was Search and Shopping campaigns.
Accelerated delivery will not be available beginning April 2020 as an ad delivery method for any new Display, Video, App, and Hotel campaigns.
All existing Display, Video, App and Hotel campaigns that use accelerated delivery are going to be switched automatically to standard delivery beginning May 2020.
According to Google, standard delivery is most suited for all campaigns since it takes into account expected ad performance throughout the day.
It seems that this will make standard delivery more effective as an ad delivery method when it comes to maximizing performance within a daily budget.
Google said that accelerated delivery doesn’t help with better utilization of budgets. It’s possible that campaigns that deliver ads via accelerated delivery could see a higher than average CPC.
“… for campaigns that are limited by budget, [accelerated delivery] can increase CPCs due to increased competition early in the day, or unintentionally spend most of your budget in earlier time zones. Alternatively, Standard delivery takes into account expected ad performance throughout the day and is better at maximizing performance within your daily budget.“
Advertisers have even greater control over how their ads are delivered throughout the day by using ad scheduling. Using ad scheduling, advertisers will have the ability to set bids higher or lower during specific times of they day.