Enhanced Cost-Per-Click (ECPC) is a semi-automated bidding strategy that adjusts your manual bids based on the likelihood that a click will lead to a conversion. It combines manual control with smart automation. This bidding strategy is Ideal for campaigns with moderate conversion data. It also improves ROI without full reliance on automation.
Best Practices:
- Use ECPC with clear conversion tracking in place.
- Monitor performance regularly and adjust base bids accordingly.
- Combine with high-converting keywords for best results.
Use Case of Enhanced CPC
Retail advertisers running seasonal campaigns who want to maintain control over bids but leverage Google’s data to increase conversions. Example: If you set a $1 bid manually and Google predicts a higher chance of conversion for a user, ECPC might raise the bid to $1.20.
ECPC gives advertisers a flexible middle ground between manual bidding and full automation. ECPC helps boost conversion potential while maintaining bidding flexibility.
