{"id":17606,"date":"2023-12-22T04:18:24","date_gmt":"2023-12-21T23:18:24","guid":{"rendered":"https:\/\/ppcexpo.com\/blog\/?p=17606"},"modified":"2023-12-22T13:16:03","modified_gmt":"2023-12-22T08:16:03","slug":"which-type-of-automated-bidding-strategy-is-enhanced-cost-per-click","status":"publish","type":"post","link":"https:\/\/ppcexpo.com\/blog\/which-type-of-automated-bidding-strategy-is-enhanced-cost-per-click","title":{"rendered":"Which Type of Automated Bidding Strategy is Enhanced Cost-Per-Click?"},"content":{"rendered":"

You have probably heard of Google Ads\u2019 Automated Bidding strategies<\/a>. They are tools you can use to maximize specific key performance indicators by allowing Google Ads\u2019 AI to set your bids for you.<\/p>\n

\"Which<\/div>\n

Automation can be great as it gives you the freedom to focus on your budget and metric goals over performance data analytics. For people that enjoy having some control over their bids but want to benefit from Google Ads auction-time bidding machine learning, there is a bidding strategy called enhanced cost-per-click (ECPC).<\/p>\n

You might be wondering which type of <\/a>automated bidding strategy\u00c2\u00a0is enhanced cost-per-click. This strategy is a type of Smart Bidding. It uses context clues and historical data to adjust your cost-per-click (CPC) when it appears that a click would or would not result in a conversion.<\/p>\n

You set your bids manually<\/a>, and enhanced CPC kicks in when it needs to. If your current CPC is about to win an auction that Google Ads thinks will not convert, ECPC will adjust your bid to lose. Conversely, if your ad is about to lose a spot where Google Ads knows it should appear, ECPC will up your bid to win the placement.<\/p>\n

For Which Type of Automated Bidding Strategy is Enhanced Cost-Per-Click Available?<\/h2>\n

ECPC is available for Search campaigns, Display campaigns, Shopping campaigns, and Hotel campaigns. For Search and Display campaigns, ECPC will optimize your conversions while keeping\u00c2\u00a0your cost-per-conversion (CPA)\u00c2\u00a0level with how your manual bids were already performing. For Hotel campaigns and Shopping campaigns, ECPC focuses on maintaining the same ad spend while maximizing conversions.<\/p>\n

For Search and Shopping campaigns, you can also set ECPC to prioritize your higher-valued conversions. As with other conversion and conversion value-based automated bidding, to use ECPC, you need to set up conversion tracking<\/a> and input conversion values.<\/p>\n

Which Type of Automated Bidding Strategy is Enhanced Cost-Per-Click Most Like and Unlike?<\/h2>\n

ECPC is similar to other Smart and Automated Bidding strategies in that it uses time, browser type, location, and other context clues to tailor the bid at the time of auction. It does not do so to the same extent as other automated bidding strategies since it ultimately bases its bids on your manually set max CPC.<\/p>\n

Target CPA is a form of Smart Bidding that picks bids at auction-time based on reaching a specific average CPA. That strategy is similar to how ECPC for Search and Display campaigns attempts to keep your CPA level with your manual settings. The big difference here is that Target CPA sets the bid automatically for every single auction, while ECPC only adjusts your already set bid.<\/p>\n

Target ROAS<\/a> is not too similar to ECPC. They both use historical data and context clues to inform their bidding. However, Target ROAS focuses on returning a number of conversions correlating to your budget. Conversely, ECPC focuses only on driving conversions or conversion values while maintaining your budget and CPA. Another difference is that Target ROAS also sets the bid for each auction, but ECPC adjusts your chosen CPC.<\/p>\n

\"Tips\"<\/div>\n

Using Enhanced Cost-Per-Click<\/h3>\n

Knowing which type of automated bidding strategy is Enhanced Cost-Per-Click is only helpful if you know how to turn it on.<\/p>\n

If you \u00c2\u00a0have conversion tracking on, follow these steps to enable ECPC for your campaign:<\/p>\n