As announced on 5 September 2024, the Enhanced CPC (ECPC) bid strategy will no longer be available for search and display campaigns.
What will happen in October 2024?
- The ability to opt into the ECPC bid strategy won’t be available for Search or Display.
- ECPC option will be removed for existing campaigns that have switched out of ECPC.
- Existing campaigns using ECPC will be able to continue using it until March 2025.
Bear the following in mind:
- While transitioning to a new bid strategy, it’s important to closely monitor performance and minimise fluctuations as bidding gradually adjusts to your new strategy.
- Manage spend and performance by adjusting budgets and targets as needed
- After 15 March 2025, search and display campaigns that are still using the ECPC bid strategy will be automatically migrated to Manual cost per click (CPC).
Consider the following bidding strategies and goals:
- Maximise conversions or target CPA: If your goal is to get as many conversions as possible within your budget and target CPA constraints (if applicable) . More details here
- Maximise conversions value or target ROAS: If your goal is to maximise the return on the ad spend that you set within your budget and target ROAS constraints (if applicable). Before switching goals, ensure that you have sufficient conversions with value enabled (two or more differentiated values). More details here and on the value-based bidding hub
- Maximise clicks or target impressions/cost per thousand impressions (CPM): if your primary goal is to increase site visits or impressions.
- Pay-per-conversion (Display only): If eligible, you can use pay for conversions to increase conversion volume while only paying for those conversions. Find more details on eligibility here.
A bid strategy that adjusts your cost per click (CPC) to help maximise conversions or conversion value. ECPC combines manual bidding with a Smart Bidding strategy, like Target CPA or Target ROAS. This strategy raises your manual bids in situations that seem more likely to lead to a sale or other conversion on your website, and lowers your bid for situations that seem less likely to lead to a conversion. You can also test ECPC along with third-party bidding systems to give you a limited degree of Smart Bidding.
When you set ECPC to optimise for conversions:
- ECPC adjusts your bid each time that your ad is eligible to appear, based on how likely that click is to lead to a conversion.
- ECPC can help you get more conversions while maintaining or reducing your cost per conversion.
When you set ECPC to optimise for conversion value:
- ECPC adjusts your bid each time you ad is eligible to appear based on how likely that click lead is to lead to a conversion and its relative conversion value. Learn more about conversion values
- ECPC can help you get more high-value conversions while maintaining or reducing your cost per conversion.
- ECPC for conversion value is only available for Search campaigns.
