Google Ads Enhanced CPC
Bidhan Senapati
Google Ads Expert | Scaling E-commerce Brands | PPC Specialist with 3.5+ Years Experience
What is Enhanced Cost Per Click (ECPC)?
Enhanced Cost Per Click (ECPC) is a semi-automatic bidding strategy that uses a cost-per-click (CPC) bidding structure. With any CPC bidding, the objective is to drive traffic to your website through clicks. As the name suggests, you’ll only pay Google when a user clicks on your ad.
It uses a form of Smart Bidding that relies on market signals, such as the browser location, user demographics, and time of day.
Before you can start using Enhanced CPC, you have to have a history on Google Ads. That means you must have at least 10 conversions (that’s clicks from potential customers) in your campaign.
Example
Suppose i am selling Gift items and running a google ad campaign to appeal those who wants to buy online gift. My total budget 1000 and set CPC is 15 rupees and choose enhanced CPC.
The Google Ads algorithm notices an auction where your ad is likely to perform well. However, the minimum bid to qualify for that auction is 20 rupees per click.
Google Ads will ignore your max bid of 15 per click and boot your bid up to 21 to ensure that your ad makes it into the rotation.
My ad shows up, people click on it, and some of them buy my gifts. i will earn more revenue for business. In fact, in one small study, this tactic improved the return on ROAS for 70% of users.