Google Ads announced a change to ad delivery options that will roll out mid-September. The accelerated delivery option will be eliminated, and standard delivery will be the only option for Search and Shopping campaigns. However, the accelerated option will still be available for Display and Video campaigns.
Google said, the way that accelerated delivery works can make it an inefficient option. If an advertiser has a capped daily budget, choosing the accelerated option can mean your ads stop serving before the day ends. Google also stated, “this method can increase CPCs due to increased competition early in the day, or unintentionally spend most of your budget in earlier time zones.”
Over the years standard delivery has been improved to be more predictive: “Standard delivery considers expected ad performance throughout the day and is better at maximizing performance within your daily budget. With standard ad delivery, your budget is paced throughout the day or the periods of time you’ve scheduled your ads to run. Optimizes your spend to be more reflective of targeted inventory user search” (https://support.google.com/google-ads/answer/2404248?hl=en) as opposed to accelerated delivery, which Google says is “less optimized.” This is another indication that Google believes its machine learning algorithms are now better equipped to optimize campaigns.