What is Enhanced CPC?
Enhanced CPC (ECPC) – Automatic bid management feature designed to increase your ROI by raising or lowering your bids for keywords that the system predicts are more likely to convert.
Enhanced cost-per-click (ECPC) helps you get more conversions from manual bidding. ECPC works by automatically adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website. Unlike Target CPA and Target ROAS Smart Bidding, which automatically set bids based on your cost per conversion and return-on-ad-spend targets, ECPC will try to keep your average CPC below the max CPC you set (including bid adjustments) when optimizing for conversions.
For Search and Display campaigns, ECPC helps increase conversions while trying to keep your cost-per-conversion the same as you would get with manual bidding. For Shopping and Hotel campaigns, ECPC helps increase conversions while trying to maintain your same overall spend. You can also set ECPC to optimize for conversion value, allowing you to prioritize high-value conversions and properly value different conversion actions. Optimizing for conversion value with ECPC is available for Search and Shopping campaigns. In this article, we’ll explain how ECPC works and how it can help you get more value for your ad budget.
How conversion tracking works with ECPC
The Google Ads system looks for patterns of clicks and conversions and compares them to your past results. If certain locations lead to more sales, for instance, it will know. You’ll get optimal performance if you use conversion tracking with ECPC.
Make sure to review your conversion counting method for each conversion action to ensure it matches your goals. If you’re tracking leads (such as sign-ups), you probably only want to count one conversion per ad click. If you’re tracking sales, you probably want to count every conversion.
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Refer: Google« Back to Glossary Index