Enhanced CPC bidding
Note: Enhanced cost-per-click (ECPC) is a Smart Bidding strategy that works with Hotel campaigns and replaces the automatic bid multipliers (ABM) strategy. You can still use automatic bid multipliers until May 2018, when it will be sunset along with legacy account structures. If you're using ABM, it's strongly recommended that you switch to campaigns and use ECPC.
OverviewEnhanced cost-per-click (ECPC) adjusts your bid up or down at auction time automatically. Campaigns with the Max CPC (fixed or percent) bid strategies can use ECPC.
ECPC is a campaign-level setting. You can enable ECPC in addition to having custom bid multipliers, which can be set at the campaign or ad group levels. To use ECPC, a campaign must have conversion tracking enabled.
How it worksEnhanced CPC compares performance metrics like device type, user country, advanced booking window, and other indicators to find your best converting and most valuable segments. Based on this analysis, ECPC will adjust your bid up or down at auction time to reflect whether a particular auction is more or less likely to result in a valuable conversion for you.
- Granular, real-time bid adjustments during an auction that target your best performing customer segments
- More control than CPA (a pay-per-conversion strategy) or Target ROAS
Before you begin
Optional: The following parameters also help Google optimize your performance:
Optional: It's recommended to Include the following booking values:
Enable or disable ECPC in your Hotel Ads accountECPC will be enabled by default for all new campaigns that have the Max CPC bid strategies.The feature isn't available for advertisers using CPA, Target ROAS, or Commission bidding strategies.
Set Enhanced CPC for campaigns:
- Log into your Hotel Ads account and navigate to Dashboard.
- Click the campaign you'd like to configure for ECPC. (Note: You can only select ECPC when your bidding strategy is set to Max CPC).
- Click the Campaign settings button.
- Click the Enhanced CPC box to enable it.
Bid calculations for ECPC
The following table shows how the final bid is calculated based on whether ECPC is enabled and if there is a custom bid multiplier:
|ECPC||Positive bid multiplier||Bid calculation|
|Enabled||YES||Final bid = bid * ECPC multiplier * custom bid multiplier|
|Enabled||NO||Final bid = bid * ECPC multiplier|
|Disabled||YES||Final bid = bid * custom bid multiplier|
|Disabled||NO||Final bid = bid|
Using ECPC with negative bid multipliers
Enhanced CPC can be used together with -100% negative bid multipliers to exclude certain traffic from your campaign. For instance, if you bid $5, select Enhanced CPC, and also set a -100% bid multiplier for mobile devices, your bid will be $0 for mobile devices.