Next month Google will be removing the option for accelerated ad delivery. From October 1st, any campaigns using accelerated delivery will automatically be switched to standard delivery.
This change has been made as Google believes accelerated delivery to be an inefficient option. Advertisers usually use accelerated delivery when wanting to drive as many conversions as possible. However, despite having its benefits the search engine have later revealed that accelerated delivery can increase cost-per-click. From this, Google explain that standard delivery may be a more strategic option for advertisers as it “takes into account expected ad performance throughout the day and is better at maximising performance within your daily budget.”
Although this change will likely not be welcomed by many advertisers, it’s another strong indication that Google believes automated learning algorithms are a better option for advertisers looking to optimise their campaigns.