Google removes ad scheduling for Smart Bidding campaigns limiting advertiser control

January 07, 2025 at 5:51:44 PM

TL;DR Google has removed ad scheduling for Smart Bidding campaigns, affecting advertisers' control over ad timing. This change may lead to budget inefficiencies and management challenges, including the inability to restrict ad visibility during business hours and potential overspending outside optimal times. Advertisers must now adapt their PPC strategies to maintain effectiveness within this new automated framework.

Google removes ad scheduling for Smart Bidding campaigns limiting advertiser control

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.

Google removes ad scheduling for Smart Bidding campaigns limiting advertiser control

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.

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