Is Google’s Removal of Ad Scheduling for Smart Bidding a Game Changer for PPC Advertisers?

Google has made a quiet yet significant update by removing ad scheduling for campaigns utilizing Smart Bidding, stirring up discussions within the PPC community.

What is Ad Scheduling?

Ad scheduling allows advertisers to control when their ads are displayed, helping to align campaigns with business hours or peak performance times. The removal of this feature could lead to inefficiencies in budget management.

Reactions from Industry Experts

Scott Carruthers, a paid search director at Journey Further, voiced his concerns:

"It's a step further away from keeping your advertising aligned with your business goals. I fully understand not taking bid adjustments into consideration, but advertisers should be able to choose when their ads run."

In contrast, Amalia Fowler, a PPC expert, offered a different perspective:

"If it’s true, I don’t hate this. Many businesses restrict their schedules unnecessarily, but more transparency from Google would be appreciated."

Why It Matters

With the removal of ad scheduling for Smart Bidding, advertisers can no longer limit ad visibility to business hours, potentially leading to wasted spending outside of peak times. While automation can optimize performance, this change reduces control over ad delivery, which is critical for aligning with operational hours and staff availability.

What’s Next?

Advertisers are eagerly awaiting further clarification from Google as they push for answers regarding this policy change. Many in the industry are monitoring to see if this decision will be reversed or refined based on feedback.

A Potential Error?

This change was noted just two days ago, raising questions about whether it was an intentional adjustment or a mistake. The last recorded mention of ad scheduling compatibility was that it was not compatible with Smart Shopping campaigns and App campaigns.

Bottom Line

Google's shift towards automation-first advertising continues to disrupt traditional PPC strategies, compelling advertisers to adapt or find innovative workarounds to maintain campaign control.