Effective the week of 24 March 2025 Enhanced CPC (ECPC) is no longer available for Search and Display campaigns. Campaigns that were not proactively migrated to another bid strategy prior to deprecation are now effectively using manual CPC. Note that ECPC will reflect in the user interface until May while we complete the update.
Keep 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.
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.
