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Google Changed AdWords Enhanced CPC: Here’s What You Need To Know

By Tony Capetola on May, 11 2017

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Tony Capetola

Tony is the Chief Marketing Officer here at Sales & Orders, along with heading up the inbound and customer marketings teams, Tony also oversees partnerships and branding for our award-winning company and platform.

Anyone logging into their AdWords account may be greeted with the announcement for changes being made to Enhanced CPC bidding.

For those who are don’t know about Enhanced CPC or ECPC, Enhanced cost-per-click is an automated bidding strategy available for Search, Display, and Google Shopping campaigns. Other automated strategies include Target ROAS or Target Spend.

Enhanced CPC itself is quite unique and this recent change to how it works could prove effective for do-it-yourself AdWords users and larger agencies that rely on automation to scale.

What It Was

Originally, Enhanced CPC enabled bidding automation which allowed AdWords to raise Max CPC bids by up to 30% when it believed there was a higher likelihood of a conversion.

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It was often seen and used in AdWords accounts which contained a significant number of campaigns and ad groups where bids could not be managed manually.

Now What?

Google announced that the changes to ECPC are aimed at helping to increase conversions. Now, the 30% automated bid increase cap has been removed.

It was stated that it was done “to fully account for differences in conversion rates across dimensions like audience and location” and could potentially reduce efforts to effectively manage device bid modifications.

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However, ECPC does not account for mobile devices so it is still recommended that Mobile Bid Adjustments be enabled. Enhanced CPC will adjust bids for desktop and tablet traffic based on the difference in conversion rates.

Should I Use ECPC?

That is a very good question and one that should not be answered without a good, hard look at existing campaign performance and comparative date ranges.

If you are a DIY AdWords user and are looking to try something new to reduce some of your manual bidding labors, then it is certainly something to consider.

For retailers using Google Shopping campaigns, ECPC bidding’s lack of a connection to mobile devices may not be ideal. Those with smaller catalogs and simpler campaign structures or retailers who can’t afford enterprise-level managed services could benefit from ECPC as it should work in favor of a DIY environment.

Where ECPC is often utilized most is in larger to massive agency/firm situations if they aren’t already taking advantage of substantial third party solutions such as Acquisio to managed Text and Display ads at an astronomical scale.

We uitilize our own in-house technology which DIY users can also tap into in our Bid Suggestion Engine™. It factors in not only ongoing performance data from AdWords and Analytics but also employs profitability scoring through margin and product cost metrics. This allows Sales & Orders to suggest and upload thousands of unique Max CPC bids for every single product in one's Google Shopping campaign(s). Try it out today for 15 days, absolutely free!

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