A while back, Google Adwords added a setting to campaigns called “delivery method”. The setting includes two options: 1) Standard: shows ads evenly over time and 2) Accelerated: shows ads as quickly as possible. Surprisingly, Google sets the standard option as the default. Common sense would be to make the accelerated option the default. Read on…
If every $10 in ad spend results in $20 gain, why would anyone want to spread out a limited budget over the day? That also leads to another question… why would anyone want to limit their budget? I can’t think of a scenario in which setting a limited budget and spreading it out over the day makes sense. Anyone that can think of one, I’d love to hear it.
Those that have a very high budget that they never come close to reaching probably don’t have to worry about the delivery method, though I’d switch it just to be safe. If you aren’t hitting your budget than your ads will show all day, regardless of which option is selected.