Earlier in October, our team updated you on changes coming to Google Ads, and the updates they’ll be making to their budget and delivery options. Now, we’re here to tell you a similar story for Microsoft Advertising (formerly Bing Ads).
It has just been formally announced that Microsoft Ads will be following suit, and deprecating the Accelerated budget option for Search, Shopping and Dynamic Search Ads campaigns, leaving only the Standard delivery option available. The change will take place starting Monday, November 1, 2019, when all campaigns in your advertiser accounts will be automatically switched to Standard delivery.
As expected, this change will remove a significant amount of budget-capped campaigns that tend to go dark too early in the day, particularly by advertisers who were misusing the Accelerated setting and/or don’t have day-parting or ad scheduling in place. Additionally, similar to what Google mentioned, Microsoft Advertising has claimed that this switch to Standard budget delivery is a “smarter instrument, as it picks and chooses the right time to serve with the intent of optimizing your performance based on multiple factors, such as the products and services targeted by your campaign, and the availability of corresponding search during the day.”
Additional information on current budgeting options is available here, in the Microsoft Advertising Help Center. Though you should note, that of this list, the changes will apply to any campaigns using Daily Accelerated or Shared Accelerated Budgets.
So, what do you think of the change? Is it a smart move to let Microsoft Ads “auto-optimize” when your ads show with Standard Delivery to attempt to produce more conversions, or do you feel more in control with Accelerated Delivery as an option to maximize your impressions/clicks? Share with us below!