Have you ever tried to type in a word processor without the autocorrect? Or imagine if there was no autocorrect? But, you still get to use a reference dictionary and thesaurus.
Roughly, this is the effect accelerated budget delivery’s retirement** will have on your google ads account. Instead of entering your ads into every auction for which they are eligible, you will instead use the Standard delivery option to instruct google to spread it over the day. It means Google will pick and choose the auctions and not auto-enter your ads into every available auction.
In addition, you will begin to use spelling & grammar, thesaurus and dictionary options more fully. In this case campaign budgeting, ad scheduling and spend optimizing.
Adjust budget allocation and bid for lower CPCs Ad delivery defines the pace of your ads. While accelerated delivery does not control or restrict the pace, standard delivery gives you control over the pace at which you want your ads to show throughout the day. If you had used accelerated delivery to pace your ads and improve ad performance so far, think again. Now you have a chance to optimize campaign performances by adjusting budget allocation and bidding for lower CPCs.
A word about lower CPC bids gives your ad a lower position and consequently, the volume of clicks comes down too. But it can also give you a lower cost per conversion, giving you a portion of the desired volume at a price you would love.
Optimising Spend With accelerated delivery around, you would have ended up pouring more money into campaigns. Depending on the demand for ad space, the CPC can be higher or lower at different times of the day. Standard delivery helps you take advantage of this. According to Google, standard delivery is more predictive and takes into account expected ad performance throughout the day and is better at maximizing performance within your daily budget.
Ad Scheduling: Now that you have only standard delivery as the only option, you should make sure you have a fairly good idea of the kind of keywords people use and the hours or the days of the week on which they are likely to search using those keywords. This is how you schedule your ads. Ad scheduling, if not done properly will mean your ads might not show up at all. Also remember, Ad schedules are set up based on your time zone and not your target populations.
To sum up, whether you like it or not, Google is asking you to let its machine learning algorithms do the work. If you have a small budget, this will not affect your account in any significant way. But if you want a high volume of impressions and clicks in a limited time, or maybe boost the quality score of a keyword in a hurry, well those things were best achieved by accelerated delivery. Now you just have to play at maximizing clicks or boosting search volume using bid adjustments earlier in the day.
**Accelerated delivery is still available for Display and Video ads.