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Enhanced cost per click (ECPC) is a bid strategy that helps improve the returns you get when using manual CPC.
Once enabled, this bidding strategy will allow Google to use its vast pool of customer insights, keyword performance, and your past ad performance to adjust your keyword bids.
It does this in real-time to bring the most sales around the cost per click (CPC) you set for each keyword.
Let’s say you set $2 to $3 as your max CPC across 5 keywords for your sales ad. When you enable enhanced CPC, Google monitors the keywords’ ability to bring conversions. Those that are performing well, it increases their bid amount to get better results. For those that are underperforming, it reduces their bid amount to limit their budget consumption.
With this bidding strategy, some of the time-consuming tasks are handled by Google, allowing you to focus on other areas of your business.
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How to use Enhanced CPC?
- On your ad campaign page, select your goal
- Select your ad campaign type
- Scroll down to bidding, click select a bid strategy
- Click select a bid strategy directly
- On the drop-down menu, click manual CPC
- Under manual CPC, check the enhanced CPC box
Things to be mindful of when using Enhanced CPC
ECPC is a conversion-focused bidding metric. When running ads on the search and shopping network, the Google algorithm needs tracking to make smarter decisions on your ad. With it enabled, you can also follow up on the performance of your ad.
This metric focuses on bringing the most sales possible, even if it means increasing your CPC beyond what you are comfortable with. As such, you should periodically check the click-through rates(CTR) and conversion rates (CVR, as well as the current CPC, to determine if and what changes you need to make.
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Frequently asked questions
When using Enhanced Cost Per Click (CPC) for more click-throughs in lead campaigns, you must watch out for bid adjustments by the algorithm, among other factors. Learn more on how to ensure that your current Cost Per Clicks justify the obtained click-throughs.
Manual CPC helps your business control ad costs by letting you set the value for each click, allowing flexibility in bid adjustments. Learn more about this strategy and how to optimize keyword performance.
Manual CPC is a fully manual ad campaign strategy, where you have complete control over your ad performance. This also means that you have to pay close attention to your chosen keywords. Click here to learn more.