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Google AdWords

How to Set Up Accelerated Ad Delivery in AdWords

Imagine this: You’re throwing the hottest neighborhood block party of the summer. Barbecue, games, and that one relative who tells the best stories. All your guests start rolling in, only for you to realize they’re getting pretty thirsty because you forgot to supply drinks!

You call over your teenage nephew and urgently ask him to grab as many bottles of soda and ice he can buy with $200. You hand him the Benjamins and before you know it, he’s back and everybody’s happily enjoying the $180 worth of drinks (you know he pocketed $20). Everybody’s happy!

You can do the same thing in Adwords. Accelerated Delivery serves up your ad campaigns as quickly as possible until your budget is depleted. Think of it like Google’s version of Amazon Prime 1-day shipping. In this post, we’re going to cover the pros and cons of Accelerated Delivery and we’ll go over how to set it up in just a few steps. Let’s get started!

What are the Delivery Methods in Adwords?

A delivery method in AdWords determines the urgency you’d like Google to use when serving your ad. There are two delivery methods in Google Adwords:

Standard Delivery spreads out the times your ads show up throughout the day, so that your budget is evenly distributed. This requires less management and a more evenly-paced approach.

Accelerated Delivery: Shows your ads as quickly as possible until your budget is completely spent.

When Should You Use Accelerated Delivery?

If you have a large budget, accelerated delivery can help you gather additional traffic for underperforming campaigns quickly. You can also use this method if you have a short timeframe to deplete your budget. Let’s say you’re advertising an event and you still have a bit of money to spend in the next day before the doors open. Use Accelerated Delivery to push out your ads as quickly as possible and drive as many conversions as you can with whatever budget you have left.

Note, though, that Accelerated Delivery is by far a riskier, less optimized option than standard delivery because it’ll give you less time to optimize your ads. You should stay away from the accelerated delivery option if you have a limited budget, because that’ll get depleted really quickly. Let’s say you only had $100 for drinks and ice. You may be willing to delay so you have time to go to the grocery store rather than the corner store where prices are a bit higher. You may even go get the supplies yourself to avoid any risk that your nephew pockets that extra 10%.

You might also discover that your ads are performing better later in the day than earlier. If that’s the case, you’ll want to check out our guide on Ad Schedule Bid Adjustments.

How to Set Up Accelerated Delivery

  1. Open up AdWords
  2. Select a campaign
  3. Click the Settings tab
  4. Click + Delivery Method and hit Edit
  5. Select Accelerated Method
  6. Click SAVE
  7. Dance like you’ve never danced before

Video Tutorial

If you learn better through videos, don’t worry, we’ve got you covered! Here’s a quick and easy video tutorial on how to set up Accelerated Delivery.


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About the Author

Journeyman of the wild wild west of Digital Advertising. Also doubling as an unofficial Taco Bell ambassador. Tweet at me @JonJmPark