Enhanced CPC (ECPC) is a bidding strategy in Google Ads (formerly known as Google AdWords) that uses automation to adjust manual bids in real-time based on the likelihood of conversion. ECPC is designed to optimize ad performance and increase conversions by automatically increasing or decreasing bids for individual clicks based on the likelihood of that click leading to a conversion.

Here’s how Enhanced CPC works:

1. Manual Bidding with Automation: With ECPC, advertisers still set manual bids for their keywords like they would with Manual CPC. However, ECPC uses historical performance data from the advertiser’s account to make bid adjustments dynamically.

2. Conversion Data Utilization: ECPC leverages conversion tracking data to identify patterns and trends associated with conversions. It analyzes past conversion behavior, such as the likelihood of a click leading to a conversion based on factors like device type, time of day, and user location.

3. Real-Time Bidding Adjustments: When a search ad is eligible to appear, ECPC evaluates the likelihood of that specific click resulting in a conversion. If the algorithm determines that a particular click is more likely to convert, it will automatically increase the bid for that click, increasing the chances of winning the auction and showing the ad.

4. Cost Control: While ECPC aims to optimize for conversions, it still respects the maximum CPC bids set by the advertiser. It won’t exceed those manual bid limits to ensure advertisers have control over their ad spend.

5. Performance-Based Optimization: Over time, ECPC continues to learn from the campaign’s performance and adjusts bids accordingly. It can prioritize clicks that are more likely to convert, leading to improved ad performance and potentially a higher return on investment (ROI).

6. Flexibility and Compatibility: ECPC can be applied at the campaign level or at the ad group level, making it flexible to implement across various campaign structures. It is compatible with other bid strategies, allowing advertisers to test and combine bidding approaches to suit their specific goals.

It’s important to note that ECPC might not be suitable for all campaigns or industries. Advertisers should carefully monitor the performance of their campaigns using ECPC and be ready to adjust their bid strategy if necessary.

In summary, Enhanced CPC (ECPC) is a bid strategy in Google Ads that uses historical conversion data to make real-time bid adjustments. It aims to optimize for conversions by automatically adjusting manual bids for clicks that are more likely to lead to conversions. By leveraging automation and conversion data, ECPC can help advertisers improve their ad performance and achieve better results with their Google Ads campaigns.