Microsoft Advertising will depreciate the Accelerated Budget strategy for Search, Dynamic Search Ads (DSA) and Shopping campaigns. Microsoft campaigns using Accelerated Budget will migrate automatically to Standard Budget starting on November 1.

Microsoft says that budget-constrained campaigns using the Accelerated budget strategy tend to go dark earlier in the day and perform less efficiently, and 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 the campaign, and availability of corresponding search during the day.

Google is also depreciating this setting starting tomorrow. Ramil Sobti, Product Manager at 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.