When to slow it down… and when to punch it!

Facebook offers two delivery or pacing options when launching your ads campaigns:

  1. Standard Delivery
  2. Accelerated Delivery

Delivery impacts frequency + budget consumption!

Depending on what ad delivery you select, Facebook will determine how often your ads will be shown and how quickly your budget will be used.

First, What Is Ads Delivery And Pacing?

Delivery basically means that your ads have been shown to your target audience. Pacing will optimize the delivery between the maximum bid and zero in order to achieve the best results given the budget constraints you to configure.

Pacing will spread the delivery of your ads throughout the day or time frame of our campaigns. Without pacing, your ads would be shown as quickly as possible when you launch an ads campaign.

Facebook does a great work in this article and explains how pacing can affect the consumption of your budget:

facebook ads delivery

  1. Gray line: spending your budget aggressively with fast pacing.
  2. Blue line: spending your budget optimally.
  3. Red line: spending your budget conservatively.

As you can see, depending on the pacing of your ads, the results can have dramatic results on your conversion and costs.

Why is this important?

Because you can determine what type of delivery you want when launching your Facebook campaigns.

What Is The Standard Delivery Method In Facebook Ads?

This is the default delivery option when you launch Facebook ads. It will try to deliver your ads in a way that is evenly distributed throughout the day.  In the example above, a standard delivery will be the blue line.

In other words, your campaigns will be paced.

facebook standard ads delivery

https://www.facebook.com/business/help/1037425549606837

A couple of things to keep in mind with the standard delivery:

  • You entire budget might not be used as Facebook is trying to maximize your opportunities to get conversions at optimal levels.
  • Facebook will use its algorithm to determine optimization.
  • Your bidding will vary depending on how Facebook sees fit. Facebook may lower or increase your bidding to maximize value.
  • You can always set budget caps in order not to over-spend.

What Is The Accelerated Delivery Method In Facebook Ads?

With the accelerated delivery method, your ads will be shown as frequently and quickly as possible as soon as you launch your campaign or program a start date and time. In the example above, an accelerated delivery will be the gray line.

In other words, Facebook will NOT be pacing your ads. 

facebook accelerated ads delivery

https://www.facebook.com/business/help/1037425549606837

A couple of things to keep in mind with accelerated delivery:

  • Facebook will spend your budget as quickly as possible.
  • Speed over efficiently will be prioritized.
  • You can choose how your ads are delivered, this determines how often your ads will be shown and how quickly your budget is used.
  • Accelerated delivery can make the average cost-per-impression, click, action or conversion higher than your previous benchmarks.
  • You have to manually pick your maximum bidding costs
  • You should run your ads at least 2 hours, as recommended by Facebook.

How to access them?

Delivery can be selected in the ad set section of each campaign. You can determine delivery options both in the Ads Manager or Power Editor.

As you can see in the image below, the standard delivery method will be the default option in Facebook but you can manually change that to an accelerated delivery method.facebook ad delivery pacing

When to use accelerated delivery?

There are several moments or situations when you want to use an accelerated delivery:

  1. Live show
    1. When you have a live show and want as many people to see your video as possible. This will allow you to increase your reach much quicker.
  2. Flash Sales
    1. You are short on time. You are launching a sales campaign and have a specific or short time frame in order to maximize people taking advantage of the sale.
  3. Awareness to product launches
    1. You want to create as much awareness as possible, as quickly as possible, of a new product or service.
  4. Time-sensitive campaigns
    1. As explained above, any campaign that is short of time or time-sensitive should be delivered through an accelerated delivery. This will allow you to spend your budget quickly and reach as many people as possible.
  5. Bigger budgets
    1. We do this all the time. If you have large budgets, optimize and do some testing with the accelerated delivery method; especially if you are running reach and awareness campaigns.

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