Pay per Click

Google Ads is Switching Search & Shopping Campaigns to Standard Delivery

Google Ads is changing its ad delivery methods, switching search and shopping campaigns from accelerated delivery to standard delivery.

After September 17, Standard delivery will be the only ad delivery method for search campaigns, shopping campaigns, and shared budgets.

Google says this change is being made because accelerated delivery isn’t effective for campaigns that aren’t limited by budget.

“… for campaigns that are limited by budget, [accelerated delivery] can increase CPCs due to increased competition early in the day, or unintentionally spend most of your budget in earlier time zones. Alternatively, Standard delivery takes into account expected ad performance throughout the day and is better at maximizing performance within your daily budget.“

Lastly, Google recommends using ad scheduling to manage how ads are delivered in a day. Ad scheduling can be used to increase or decrease bids during certain times of the day.

Going forward, existing campaigns using accelerated delivery can continue to do so until October 1, after which time they will be automatically switched to standard delivery.

This change does not apply to display campaigns or video campaigns. They will continue to have accelerated delivery as an option.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Google Ads is Switching Search & Shopping Campaigns to Standard Delivery How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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