Google Ads announced that they are doing away with accelerated delivery starting on September 17, 2019. Google said "Starting September 17, 2019, Standard delivery will be the only ad delivery method for Search campaigns, Shopping campaigns, and shared budgets. Accelerated delivery will no longer be available."

Then by October 1st, if you are still set to use accelerated delivery, Google will automatically switch those over to standard delivery. Google wrote "All Search and Shopping campaigns along with shared budgets using Accelerated delivery will be automatically switched to Standard delivery by October 1, 2019. Accelerated delivery will continue to be available for Display campaigns and Video campaigns."

Why? Here is what Google said "While Accelerated delivery attempts to spend your budget faster than Standard delivery, it isn’t effective for campaigns that aren’t limited by budget. And for campaigns that are limited by budget, this method 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."

Ginny Marvin breaks into this news in more detail at Search Engine Land.

Bye-bye accelerated ad delivery (for Search, Shopping).



Google says standard has been improved to better optimize to predicted outcomes based on advertiser goals (conversion or click) and contextual signals while accelerated just delivered ads as fast and often as possible. https://t.co/5yiU4WAlnW — Ginny Marvin (@GinnyMarvin) August 19, 2019

Here is some of the reaction:

Well, lets hope they have changed std delivery so that we know when budget limits performance. We want to be in front of every SQ our KWs are meant to trigger - regardless of time of day. Pacing ads across the day based on low budget can leave oppty unfilled. — Matt Van Wagner (@mvanwagner) August 19, 2019

Translation: @GoogleAds can no longer deal with the 100%+ overspend on a daily budget cap, cause advertisers (especially on IO's) to keep changing budget caps...and they finally received my angrily written letters, and has finally accepted defeat. #ppcchat — Jon Kagan (@JonKagan) August 20, 2019

Literally was one of the best buttons to press on a stellar campaign working in a competitive niche where you were not budget limited.



We have a lot of campaigns on accelerated all year round, because it works.



Let's hope Google spends the money as well without it. — Ed Leake (@EdLeake) August 20, 2019

Forum discussion at Twitter.