Delivery Method in Google Adwords

Adwords offers new ad delivery options: standard and accelerated. They can be viewed from the “Edit Campaign Settings” page. Standard delivery shows your ads evenly throughout the day at a frequency dependent on your set budget. Accelerated delivery shows your ads as often as possible until your budget runs out.

Why Are These Options Offered?

Neither of these options are that important if your budget is set higher than the Adwords recommended budget. Your ads should be shown at every opportunity if your budget is set this high, no matter what option is checked. If your budget is set higher than the Adwords recommended budget, but you sometimes experience overdelivery (the cost surpasses your budget), then these options might be slightly important.

The point of these options is to give the user more control over when ads are shown and to make sure the entire daily budget is spent. Before when the daily budget was set lower than the Adwords recommended budget, Google would estimate how often to show ads throughout the day according to what fraction of the recommended budget the actual budget was set to. Since Google’s budget estimates are off all the time, this wouldn’t always mean that your target budget would be reached. Unless the budget estimator is very far off, or your set budget is very close to the recommended budget, the accelerated delivery option will ensure that the entire budget is spent. This option also gives advertisers a little extra control. If most conversions occur early in the business day, using the accelerated option might increase overall conversion rates.