Enhanced cost-per-click (ECPC) bidding should be used to:
Optimize bids using converted clicks
Drive engagement with product brand
Bid for a target cost-per-acquisition (CPA)
ncrease total impressions
Enhanced cost-per-click (ECPC) is a bid strategy that automatically adjusts your manual bids for clicks that seem more likely to lead to a sale or conversion on your website. Unlike Target CPA, which targets the cost per conversion, ECPC uses your max CPC bid to target conversions. Compared with Target CPA, ECPC is constrained by your manual bids, but can still help you optimize for conversion.
ECPC will increase your max CPC bid by up to 30% (after applying any bid adjustments you’ve set) when it sees a good opportunity. It’ll also lower your max CPC by any amount (even more than 30 percent) if it determines a conversion isn’t likely, so you’ll pay less for clicks that convert less. If you choose the conversion bid metric that matters most to you on your conversion settings page, ECPC will focus on either conversions or converted clicks. If you don’t choose one, ECPC will focus on converted clicks.
Read more here: https://support.google.com/adwords/answer/2464964?hl=en
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, which automatically sets bids based on your target cost-per-conversion, ECPC is constrained by your max CPC bids 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’re getting with manual bidding. For Shopping, ECPC helps increase conversions while trying to maintain your same overall spend.
In this article, we’ll explain how ECPC works and how it can help you get more value for your ad budget.
Before you begin
To use Enhanced CPC, you’ll need to have conversion tracking enabled. Learn how to Set up conversion tracking.
If you’d like to learn about ECPC for Shopping, read how to Set up ECPC for Shopping campaigns.
How it works
ECPC looks for ad auctions that are more likely to lead to conversions, and then raises your max CPC bid (after applying any bid adjustments you’ve set) to compete harder for those clicks. If a click seems less likely to convert, AdWords will lower your bid. ECPC will try to keep your average CPC below the max CPC you set (including bid adjustments), but may exceed your max CPC for short periods of time.
Suppose you sell shoes on your site, and you’ve set your max CPC for US$1, and you have ECPC bidding turned on. If the AdWords system sees an auction that looks likely to lead someone to buy shoes on your site, it might set your bid to US$1.70 for that auction. If ECPC sees another auction that looks unlikely to lead to a sale, it might lower your bid to US$0.30 for that auction.
ECPC is a form of AdWords Smart Bidding that uses a wide range of auction-time signals such as device, browser, location, and time of day to tailor bids to someone’s unique context, but not to the full extent of other Smart Bidding strategies, such as Target CPA and Target ROAS.
ECPC for text ads is available on the Search Network and the Display Network, but not for app installs campaigns. For Shopping ads, ECPC works only on Google Search.
ECPC is available as an optional feature with Manual CPC bidding or as a portfolio bid strategy.
You’ll be able to apply ECPC bid optimization more strategically to entire campaigns or specific ad groups of your choice. Learn about portfolio bid strategies
Bid adjustments with ECPC
ECPC automatically takes into account different conversion rates for all types of traffic, but sets adjustments separately for mobile devices. This means you don’t need to set any bid adjustments (aside from mobile) for ECPC to maximize conversions. However, if you want to bid more aggressively for certain types of traffic you can still choose to set a bid adjustment. This adjustment will be applied on top of ECPC’s automatic adjustments.
Mobile adjustments can also help incorporate any additional conversions that aren’t tracked using the AdWords conversion tracking tag (such as in-store visits). ECPC will continue to automatically set bid adjustments for desktop traffic vs. tablet traffic based on differences in conversion rates.
Learn more About bid adjustments.
How to enable ECPC
Your campaign must have conversion tracking enabled in order to use ECPC. Also, keep in mind that ECPC works slightly differently for Shopping campaigns than it does on Search and Display. Learn more about how to Set up ECPC for Shopping campaigns.