Set up enhanced CPC for Shopping campaigns

Enhanced cost-per-click (ECPC) is an AdWords Smart Bidding strategy that helps you increase the number of conversions you receive while keeping your total spend the same.

With ECPC, you'll still have control over your bids just like you did before, but ECPC helps you by adjusting each bid based on how likely it is that a click will result in a conversion. If a click seems likely to convert, ECPC will raise your max CPC (after applying any bid adjustments you've set).

ECPC double-checks itself by leaving part of your traffic alone to work with your regular max CPC bids. Then it compares the two sets of results and adjusts accordingly. So when you choose ECPC, you should see conversion results that are better than, or at least the same as, the results you get without it.

This article explains how to set up ECPC bidding for your Shopping campaign.

Before you begin

Before you can turn on ECPC bidding, you first need to enable conversion tracking for your Shopping campaign. For best results, each of your product groups should have more than 200 clicks per week. You can combine product groups to make sure you have enough clicks.

If you're not sure which AdWords Smart Bidding strategy to use with your Shopping campaign, first learn more About automated bidding for Shopping campaigns.

Keep in mind

ECPC bidding for Shopping ads works only on Google Search. Also, ECPC bidding does not apply adjustments to your bids for Shopping as that appear on Search Partner sites. For ads appearing on Search Partner sites, smart pricing applies.

Instructions

Choose the AdWords experience you're using. Learn more

  1. Sign in to your AdWords account.
  2. From your Campaigns tab, click the name of the Shopping campaign you want to work with.
  3. Click the Settings tab.
  4. Scroll down to the "Bid strategy" section, and then click Edit.
  5. Click Change bid strategy.
  6. Then in the drop down, select "Manual CPC," and make sure Enable Enhanced CPC is selected.
  7. To finish making changes, click Save.

Tip: Adjusting ECPC for devices

When ECPC raises and lowers your bids, it doesn’t take into account differences between clicks from mobile devices and clicks from desktop or tablet devices. Since the conversion rate for mobile devices is often different than for desktop and tablet devices, you might want to set a mobile device bid adjustment to gain better control over when your ads appear on mobile. ECPC will incorporate your device bid adjustment along with its own bid adjustments. Learn more About bid adjustments.


A bid adjustment is especially important if you have additional conversions that aren’t tracked using the AdWords Conversion Tracking tag (such as in-store visits).


Note that ECPC will continue to set different bids for desktop traffic vs. tablet traffic based on differences in conversion rates.

Monitor performance

Here are a few tips to check how ECPC is performing for your campaign:

  • Consider giving the bid strategy 15 days to run before you evaluate its performance. Allowing this time to pass gives the strategy time to adapt.
  • Make sure that you have enough data to evaluate the strategy’s performance. Consider reviewing your data weekly as opposed to daily, especially if there is little traffic.
  • Consider that a number of factors may affect your results over a period of time. Your results may be affected by holidays, weekends, special events, changes to your feed and your competitors in the auction.
  • Look at conversions, then at cost per conversion to verify you’re improving conversions efficiently. The more conversions you have, the better you'll be able to tell that the conversion rate has increased.
  • Remember that your cost per click may go up or your number of clicks may go down, but this is expected as ECPC reduces bids for clicks with low expected conversions. ECPC then uses the savings to bid higher for when a conversion seems more likely.
  • Account for conversion delays. Some conversions take more time than others, in some cases up to days or even weeks. If you compare recent performance with past performance, your recent performance might not look as strong because of conversion delay. Learn how to Find a report on your conversion delay.

Optimize

Here are a few tips to optimize a campaign that's using ECPC:

  • Apply bid changes as you normally do, including any bid modifiers for device, location, etc.
  • Review your product groups and consider grouping together products with similar prices to make sure a product group has more than 200 clicks per week.
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