Introduction:
Delivery methods in Google Ads determine how your ads are shown throughout the day based on your budget. There are two types of delivery: Standard and Accelerated. However, Accelerated delivery has been discontinued for Search and Shopping campaigns. Only Standard delivery is now available for those. Still, understanding the differences is helpful for context and for some Display and Video campaigns where Accelerated delivery might still be an option.
Standard Delivery:
Standard delivery is the default delivery method that Google uses to spread your ad impressions evenly throughout the day. It aims to avoid using up your daily budget too early. It’s the most recommended method, especially for advertisers with limited budgets, as it helps maintain consistent ad visibility from morning to night.
Accelerated Delivery (Deprecated):
Accelerated delivery was a method where Google tried to show your ads as quickly as possible, using your budget faster, often early in the day. This was useful when advertisers had large budgets or urgent promotional goals, but it often resulted in budgets being spent before high-converting time slots (like evenings) even started. This is why Google removed Accelerated delivery for Search and Shopping campaigns in 2019.
Difference Between Standard and Accelerated Delivery – With Zara and Zomato Examples
| Feature | Standard Delivery | Accelerated Delivery (Deprecated) |
|---|---|---|
| Purpose | Spread ads evenly throughout the day | Show ads as fast as possible until budget runs out |
| Budget Usage | Controlled and spread during the day | Spent quickly, often in the morning |
| Performance | Balanced reach and conversion chances across day | May miss conversions later in the day |
| Best For | Limited budget, long-duration visibility | High budget, urgent promotions (if still available) |
| Availability | Available for all campaign types | No longer available for Search and Shopping |
| Risk | May miss some early impressions | Can miss evening traffic and waste budget early |
| Example – Zara | Runs ad for 7-day fashion sale using Standard delivery to maintain visibility throughout shopping hours | If Accelerated was available, Zara might have used it to boost visibility during early-morning launch rush |
| Example – Zomato | Uses Standard delivery to ensure lunch, dinner, and late-night promotions all get visibility | Might have used Accelerated (when available) to maximize exposure for a lunch-only limited-time offer |
Conclusion:
Standard delivery is now the universal method for Search and Shopping campaigns, ensuring your ads stay active throughout the day. It’s more efficient, especially for advertisers with limited budgets. Accelerated delivery, though no longer widely supported, was useful for quick exposure but risked budget waste. Brands like Zara benefit from Standard delivery by maintaining visibility across various shopping times. Zomato ensures food-related campaigns are visible during all major mealtimes with balanced delivery.
Using the right delivery method (where applicable) ensures you get the best value for your ad budget and reach the right customers at the right time.
