Google Ads will only have a uniform display method

In April 2020, Google Ads will remain only uniformly show ads for new media and smart campaigns in KMS, as well as for video and in-app campaigns. This is reported by the developers of the service in an updated Google Ads Help.

Earlier, in October 2019, the shopping and search campaigns switched to even display. Now the innovation will affect other current campaigns with an accelerated method of display: their transfer will begin in May 2020.

Experts Google Advertising note that the strategy of uniform display takes into account the expected effectiveness of ads during the day. Therefore, this approach is justified when you want to achieve the maximum possible goals for contextual advertising within a given daily budget.

Developers advise to use the schedule of impressions to adjust the time of display ads during the day. It is also recommended to connect the strategies “Maximum Conversion,” “Maximum Conversion Value” or “Maximum Clicks. With these strategies, campaigns will stay within the day’s budget.

Expert comment:

“We recommend that advertisers check the budget limit and, if it’s not enough for the day, increase or re-schedule the ad display. You might also want to choose fewer hours to run ads.

Keep in mind that when ads are shown evenly, they are distributed throughout the day, which prevents you from spending your budget in a few hours after launch.