Google to sunset accelerated delivery in Google Ads’ search and shopping campaigns

Google is changing the ad delivery options in Google Ads, maintaining only the standard delivery active in all search, shopping, and shared budgets campaigns. Accelerated delivery will disappear starting September 17, 2019 on these campaigns.

The exception are for display campaigns and video campaigns, where accelerated delivery will continue to be available.

Ramil Sobti, Product Manager, Google Ads, wrote that accelerated delivery isn’t effective for campaigns that aren’t limited by budget, and for campaigns limited by budget it can increase CPCs due to increased competition early in the day, or unintentionally spend most of the budget in earlier time zones.

Advertisers will not have more ad delivery options in search campaigns. All the campaigns with accelerated delivery will change automatically to Standard delivery by October 1, 2019.