Enhanced Cost-Per-Click (ECPC) automatically adjusts manual bids for clicks in order to help you get more conversions. ECPC tries to keep your average CPC below the max, whilst trying to keep the cost-per-conversion the same as with manual bidding.
Why use Enhanced Cost-Per-Click
ECPC's main goal is to get you more conversions and conversion value. Whereas other smart bidding strategies are fully automated, ECPC provides a level of manual control which you may prefer.
ECPC tries to increase conversions while trying to maintain your same overall spend, allowing you to get more value out of your ad budget. It can be used with Search, Display, Shopping and Hotel campaigns, once conversion tracking is set up, which are used to monitor how effective the new targeting is.
If you were purely driven by goals and metrics, then Smart Bidding Strategies may be more relevant to opt-in to, but by using Enhanced Cost Per Click you can take a more hands-on approach to be able to bid and drive for conversions.
If this is something you would like to opt-in for, you can do so through the in-app option. If you have any other queries, email at us firstname.lastname@example.org.