Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more value from your ad budget.
Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes walking by, you give him a big wave and a hello. If a bald man walks by, not so much. ECPC does a similar job for your AdWords ads. It's a bidding feature that looks for ad auctions that are more likely to lead to sales for you, and then raises your max CPC bid up to 30% (after applying any bid adjustments you've set) to compete harder for those clicks. ECPC factors in real-time details such as device, browser, location, and time of day to adjust your bids during each ad auction. ECPC double-checks itself by leaving part of your traffic alone to work with your regular max CPC bids. Then it compares the two sets of results and adjusts accordingly. So when you choose ECPC, you should see conversion results that are better than, or at least the same as, the results you get without it. ECPC for text ads is available on the Search Network and the Display Network, except in campaigns that promote mobile app downloads. For Shopping ads, ECPC works only on Google Search. Tip: Save time managing your bids with a flexible ECPC bid strategy You’ll be able to apply ECPC bid optimization more strategically to entire campaigns or specific ad groups of your choice. Learn about flexible bid strategies Enhanced CPC How to turn on ECPC Note: Your campaign must have conversion tracking turned on for ECPC to work. If it’s not turned on, opting into ECPC will have no impact on your bids. Sign in to your AdWords account.
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