Enhanced CPC in Google Ads Is Going Away: Now What?

Enhanced cost per click (ECPC) bidding has been a popular choice for advertisers looking to streamline their manual bid management with the help of machine learning and AI. However, Google announced on September 5, 2024, that ECPC bidding will be phased out in the coming months, with a final deadline set for March 2025. This transition has already started in October 2024, and advertisers need to be aware of the changes and plan for the future.

What is enhanced CPC bidding?

Enhanced CPC bidding is an enhancement of the manual CPC strategy where advertisers allow Google’s machine learning to adjust their bids based on the likelihood of conversion. This strategy has been beneficial for campaigns with conversion tracking, as it helps optimize performance and achieve good results.

Enhanced CPC transition timeline

The phase-out of ECPC bidding will occur in stages, with all campaigns using ECPC being changed to manual CPC bid strategy by March 2025. Advertisers should take note of these changes and prepare for the transition by exploring other bidding strategies.

Moving beyond ECPC: Other Google Ads bid strategy options

• Manual cost per click (Manual CPC): Similar to ECPC, but without machine learning adjustments.
• Maximize clicks: Automated bidding strategy focused on getting as many clicks as possible within the daily budget.
• Maximize conversions: Focuses on getting as many conversions as possible within the budget, with the option to set a target cost per action (CPA).
• Maximize conversion value: Optimizes for more conversion value or revenue, with the option to set a target return on ad spend (ROAS).
  

  Tips for Google Ads bidding without using enhanced CPC
  

  Advertisers transitioning from ECPC can test other bidding strategies like maximize conversions with a target CPA or maximize conversion value with a target ROAS. Setting up campaign experiments in Google Ads can help determine the best-performing strategy for your campaigns.

  Say goodbye to enhanced CPC and hello to new bid strategy testing opportunities
  

  While the phase-out of ECPC may be disappointing for some advertisers, embracing automated bidding with other strategies can lead to strong performance. It is essential to adapt to these changes and leverage the power of machine learning for optimized campaign results.

  FAQs
  

  1. Why is enhanced CPC bidding being phased out?
     • Google is transitioning away from ECPC to streamline bidding strategies and improve overall campaign performance.
  2. What are the key differences between manual CPC and maximize clicks bidding strategies?
     • Manual CPC gives advertisers full control over bids, while maximize clicks is an automated strategy focused on maximizing clicks within the budget.
  3. How can advertisers adjust to the transition from ECPC to other bidding strategies?
     • Advertisers can test different bidding strategies through campaign experiments and monitor performance to find the best fit for their campaigns.
  4. Are there any advantages to using maximize conversions over maximize conversion value bidding strategy?
     • Maximize conversions focuses on getting more conversions, while maximize conversion value optimizes for higher revenue, allowing advertisers to choose based on their campaign goals.
  5. Will the phase-out of ECPC impact campaign results significantly?
     • While the transition may require adjustments, leveraging other bidding strategies can lead to comparable performance and improved campaign efficiency in the long run.