Beginning October 7, it was announced that Google Ads is shutting down the accelerated ad delivery option. On October 4, Microsoft Advertising said that it will be following suit.
So why is this happening? On November 1, all Microsoft Advertising Search, Dynamic Search Ads and Shopping campaigns will automatically begin serving with standard delivery.
Accelerated delivery was designed to served ads as soon and often as possible throughout the day. Using it if your campaign budget was restrained was never a good idea, but both Google Ads and Microsoft Advertising pointed out how inefficient it is for budget-constrained campaigns. Google said that CPCs are higher earlier in the day because budgets haven’t run out yet. The two companies even said that standard delivery is now better at predicting the best times to serve your ads.
“Standard budget strategy is a ‘smarter instrument,’ as it picks and chooses the right time to serve with the intent of optimising your performance based on multiple factors, such as the products and services targeted by your campaign, and availability of corresponding search during the day,” said Microsoft Advertising’s Abhishek Gupta and Cristiano Ventura in the announcement.
In the Microsoft Advertising UI, this setting is located under “Daily budget options” on the Campaign settings window.