You can choose between "standard" or "accelerated" delivery types within the "Budget & Optimization" section during the ad group creation process. The delivery type determines the speed at which your ads are delivered to users and the corresponding pace at which your budget is consumed. Additionally, your choice of delivery type can also impact the average cost per result (CPA) for your ad group.
Standard Delivery
Standard Delivery ensures that your ads are displayed to the target audience based on the distribution of traffic within the selected period of delivery. Your budget will be spent as evenly as possible within the ad delivery period.
Note: Ad delivery frequency corresponds to the volume of traffic. For example, if you run an ad for only one day, most of your budget will be spent in the evening if the volume of traffic is higher than during the day. Standard Delivery is available for ad groups that use Cost Cap or Maximum Delivery bid strategies.
Accelerated Delivery
Accelerated Delivery spends your budget as quickly as possible within the selected delivery period. This approach is ideal if you want to maximize exposure and conversions in a short time frame, such as driving website conversions during a key deal event or increasing traffic to a movie's landing page during its launch weekend. Accelerated Delivery is available for Cost Cap ad groups targeted at community interaction, lead generation, website conversions, traffic, app promotion, and product sales (Catalog) objectives.
Note: Accelerated delivery aims to achieve quick results, which can lead to high fluctuations in cost per action (CPA) during the first three days after launching an ad group. CPA and delivery will stabilize no later than the fourth day. Cost-sensitive advertisers should avoid setting very high ad group budgets with Accelerated Delivery to prevent large CPA fluctuations for a substantial portion of their spend.
