Google has implemented a significant policy update by eliminating ad scheduling capabilities for campaigns using Smart Bidding, a move that has sparked discussions within the paid search industry.
The removal of ad scheduling features affects advertisers' ability to control ad display timing, which was previously used to align advertisements with business hours and peak performance periods. This change may impact budget efficiency and campaign control mechanisms.
The policy update presents several operational hurdles for advertisers:
- Inability to restrict ad visibility during business hours
- Potential for inefficient spending outside optimal timeframes
- Reduced control over ad delivery alignment with operational schedules
- Complications in matching ad display with staff availability
This move reinforces Google's commitment to automation-first advertising approaches, necessitating adaptations in traditional PPC strategies. Advertisers are now faced with the challenge of developing alternative methods to maintain campaign effectiveness within the new framework.
