What is Enhanced CPC (eCPC)
According to Google, enhanced cost-per-click (ECPC) helps you get more conversions from manual bidding.
Google will automate your CPC by adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website.
What is the difference between eCPC and CPA or Target ROAS
They are both “smart” automation by Google. Smart for who? For your campaigns or Google? We will answer that later on.
Unlike Target CPA and Target ROAS Smart Bidding, which automatically set bids based on your cost per conversion and return-on-ad-spend targets, ECPC will try to keep your average CPC below the max CPC you set (including bid adjustments) when optimizing for conversions.
Will eCPC help my campaigns?
That depends on the data Google has on your campaigns.
First of all, you need to have conversions enabled on your campaigns.
Without conversions, eCPC is useless.
Conversions should track correctly your real conversions.
Then there is a small detail, Google does not always provide.
This is that Google requires at least 15 conversions/month.
So to make eCPC work, you need to have at least 15 conversions/month. Otherwise, the system is blind.
So eCPC could be a smart system if Google had all the data to work for you. So if you have more than 15 conversions/campaign, you can switch to eCPC. If not, don’t do that mistake.
Anyway, if you have more than 15 conversions/month to that campaign, I wouldn’t suggest changing anything because we are not sure eCPC works in all markets (you can make a test if you are in the US market).
