AdWords Campaign Settings – Delivery Method
When you are first setting up an AdWords campaign you are presented with various options for how you would like to run your campaign. One of these options will be ad delivery, with only two settings to choose from. The two options you will be presented with are: standard delivery, or accelerated delivery as shown in the figure below:
These choices are going to affect the way you spend your budget, so it is a good idea to think about what you are trying to achieve with your campaign before making a selection. Let’s go over these options and what they mean for your AdWords campaign.
Standard Delivery
This is the pre-set option; it is also my recommendation early on in an AdWords campaign if you are new to PPC (Pay-Per-Click) advertising. This setting will attempt to spread your impressions and clicks throughout the day, as a means of showing your advertising to as broad of an audience as possible. Spreading out the impressions and clicks is a good idea if you have a limited budget. However with this option it also means that you could potentially miss out on sales/leads as your ads will not be showing 100% of the time.
Accelerated Delivery
Accelerated delivery will show your ads as often as possible until the budget set for the day is exhausted. This is a good idea if you are not using the entire budget allocated for the campaign, or if the conversion rate of the campaign is at an acceptable amount for you and you want to accrue as many clicks as possible. Using the accelerated method is not recommended if your budget is lower than the recommended amount for the phrases you are targeting.
Dan Petrovic, the managing director of DEJAN, is Australia’s best-known name in the field of search engine optimisation. Dan is a web author, innovator and a highly regarded search industry event speaker.
ORCID iD: https://orcid.org/0000-0002-6886-3211