Limited AdWords Budget? Spread it Out!

While Google AdWords advertisers have long had the option to set a daily budget, they still had to deal with the issue of watching their budget get used up early in the day. For companies that experience higher conversion rates in the afternoon or evening, that could be a frustrating issue. That's why some companies will be thrilled to learn that the AdWords team has added a new delivery option that would spread impressions out over time.

AdWords advertisers can now select "standard delivery" or "accelerated delivery" options that will help determine how quickly your ad budget is used up.

From Google's description of "standard delivery:"

We'll spread your ad impressions across the day to make sure you don't accrue all of your clicks early on. For example, if you want to spend US$30.00 over 30 days, your daily budget would be US$1.00. With standard delivery, your ads would appear throughout the day, from 12:00 a.m. to 11:59 p.m.. If your system-recommended daily budget is US$3.00, you may receive only one third of all impressions possible during that time.

From Google's description of "accelerated delivery:"

We'll display your ads as often as possible until your budget is reached. For example, you might choose to spend US$30.00 over the next 30 days, with a daily budget of US$1.00. If your system-recommended daily budget is US$3.00, you may receive all possible impressions until your budget is reached. Therefore, you could spend your entire budget between 12:00 a.m. and 8:00 a.m.. In this case, your ads wouldn't appear again until 12:00 a.m. the next day.