Google Ads to Retire Enhanced CPC Bidding: Here’s What You Need to Know
In September 2024, Google announced that the Enhanced Cost-Per-Click (ECPC) bidding strategy will sunset for both Search and Display campaigns. This is a quick guide on what’s happening and how it affects advertisers.
Key Dates to Remember:
October 2024: You’ll no longer be able to select ECPC for new campaigns.
March 15, 2025: All campaigns still using ECPC will automatically switch to Manual CPC.
What is Enhanced CPC?
ECPC is a semi smart bidding strategy that helps adjust your bids to increase your chances of reaching campaign goals. It’s a mix of manual control with a bit of automation, allowing you to tweak bids while Google adjusts them slightly for better performance. But now, Google is moving toward smarter, AI-driven bidding strategies that do more of the bid adjustments for you.
Why is ECPC Being Retired?
Google has developed more advanced ways to bid using AI, which make real-time decisions to help improve your campaign performance. Strategies like Maximize Conversions, Target CPA, and Maximize Conversion Value offer better results by using machine learning to bid smarter, faster, and more efficiently.
What Bidding Strategies Should You Use Instead?
Depending on your goals, here are some alternative strategies:
Maximize Conversions or Target CPA: Works best if you want to get as many conversions as possible.
Maximize Conversion Value or Target ROAS: Ideal if you’re focused on the value of those conversions and want to maximize your return on ad spend.
Maximize Clicks: Great for driving traffic to your site.
Manual CPC: If you prefer full control over your bids and have time to monitor and adjust them regularly.
Keep in mind, some of these smart bidding strategies can lead to higher costs per click, so it’s important to set clear targets for CPA (Cost Per Acquisition) or ROAS (Return on Ad Spend) to manage your budget effectively.
What Should You Do Next?
Check Your Campaigns: If you’re currently using ECPC, start testing new bidding strategies now to see what works best for your goals.
Adjust Your Budgets: Be prepared to tweak your budget and bidding plans as you make the switch.
The retirement of ECPC is part of Google’s push towards more AI-driven, efficient bidding strategies. While it may require some adjustments, using these newer methods can help you get better results in the long run. Now is the perfect time to review your campaigns, test out the alternatives, and get ready for the changes in March 2025.
