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According to Google's Help:
Which ad delivery option is best for my campaign?
When you select a budget for your campaign, you can choose standard or accelerated delivery for your ads. This choice will affect how quickly your ads are shown each day, but in each case your selected budget will apply. To learn more about budgets, click here.
This option is automatically selected for you, and is best if you want your ads to reach a wide range of users over the course of the day. We'll spread your ad impressions across the day to make sure you don't accrue all of your clicks early on. However, if your budget is set below the system-recommended budget, your ads may not receive all possible impressions.
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.
This option is best if you want to increase the likelihood of spending your full budget each day. We'll display your ads as often as possible until your budget is reached. If your budget is set below the system-recommended budget, your ads may not receive all possible impressions.
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.
I can think of a few potential uses for this, but using the cost estimator as a base seems looney to me, that thing overestimates a ton.
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 ...
...then the best thing you can do is to lower your MAX CPC!
Why? Let's say that your AVG CPC is 15 cents. System-recommended daily budget is US$3.00 - it means that you can have about 20 cliks (3/0.15) a day. But because your daily budget is only 1 USD, you will receive only 6-7 clicks (1/0.15).
So, that great tool allow you to distribute that 6 click throughout the day.
But if you lower the MAX CPC to the level where your AVG CPC will be only 5 cents, than you may receive 20 clicks. You pay the same 1USD, your ads will be shown 24/7, you don't need any tool and you receive more visitors.
AWA, if a lot of advertisers ask for this feature, then that mean that you have a lot of unexperienced users who just don't understand the simply idea I described above. Otherwise they would just lower their bids and solve their problem. I am not very sure if this is the best voice to listen.
But maybe I am missing something and there are really situations that users want pay the same money for less clicks and they really need to distribute that clicks throughout the day.
Can't you get non-stop delivery by simply raising your daily budget significantly above the recommended value? I certainly hope so.
Of course. But sometimes you just can't go up with the daily spending.
Sorry, I don't understand. Surely if your ROI is positive you want to spend as much as possible? Or are you talking about some kind of branding campaign?