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 and Target ROAS Smart Bidding, which automatically set bids based on your cost per conversion and return-on-ad-spend targets, ECPC will try to keep your average CPC below the max CPC you set (including bid adjustments) when optimizing for conversions.
For Search, Display, and Hotel campaigns, ECPC helps increase conversions while trying to keep your cost-per-conversion the same as you would get with manual bidding. For Shopping campaigns, ECPC helps increase conversions while trying to maintain the same overall spend. You can also set ECPC to optimize for conversion value, allowing you to prioritize high-value conversions and properly value different conversion actions. Optimizing for conversion value with ECPC is available for Search and Shopping campaigns.
Read about ECPC in the Google Ads Help Center:
Instructions
- Sign in to your new Search Ads 360.
- Navigate to a Google Ads client account.
- Click Campaigns from the page menu.
- Click the name of the campaign you want to work with.
- Click Settings in the page menu.
- Click the Bidding section, then click Change bid strategy.
- Select Manual CPC from the drop-down menu, and check the Help increase conversions with Enhanced CPC option.
- When you choose ECPC, Google Ads automatically sets your ad rotation setting to "Optimize", even if it's currently set to "Do not optimize".
- Choose between:
- Optimize for conversions
- Optimize for conversion value
- Click Save.