Google Ads is shaking things up again.
If you’ve been relying on Enhanced Cost-Per-Click (eCPC) to balance manual control with automation, it’s time to prepare for a major shift. Since October 2024, advertisers haven’t been able to select eCPC for new campaigns.. By March 2025, all existing search (text-based) and display (largely image/video-based) campaigns using eCPC will be transitioned to Manual CPC or another bidding strategy. eCPC was sunsetted for Google Shopping (product-based) ads in October 2023.
This blog outlines what this change means for advertisers (and PPC agencies) using this strategy including which alternative bidding strategies to consider to keep campaigns thriving.
What is Enhanced CPC (eCPC)?
Enhanced CPC has been a hybrid bidding strategy, blending manual control with automated adjustments. It allowed Google to raise or lower bids during auctions, based on the likelihood of a conversion, while still letting advertisers set base CPC bids.
It was a great middle ground for advertisers who wanted to embrace some of the benefits of an automated bidding strategy whilst still keeping some control of bidding amounts.
Why is eCPC Being Deprecated?
Google is pushing advertisers towards more advanced, fully automated bidding strategies. These alternatives rely on machine learning to deliver better results based on real-time signals like device, location, and user behaviour.
Key reasons for this change:
- Improved Performance: Google claims its fully automated strategies, like Maximise Conversions or Target CPA, deliver superior results by analysing vast amounts of data in real time.
- Simplification: Phasing out eCPC simplifies Google Ads’ bidding strategy offerings, encouraging advertisers to adopt smarter, data-driven options.
- Focus on AI and Machine Learning: Automated strategies align with Google’s broader goal to enhance campaign performance through artificial intelligence.
What Does This Mean for Advertisers?
If you’re using eCPC, you’ll need to transition to a new bidding strategy before March 2025. For some, this may feel like losing a safety net, but luckily there are some handy alternatives to explore, with Google’s machine-learning capabilities improving each year.
Option One: Manual CPC (Cost-Per-Click)
Manual CPC gives you complete control over your bids. You set the maximum amount you’re willing to pay for a click on each keyword. All existing eCPC accounts will be moved to this bidding strategy in March.
- Full Control: Perfect for advertisers who prefer granular control over their bidding.
- Budget Management: Avoid overspending on clicks that might not convert.
- Transparency: Easy to see exactly where your budget is going.
- Labour Intensive: Requires constant monitoring and adjustment to remain competitive.
- No Automation: Misses out on real-time adjustments for factors like user intent or device type.
Who Should Use It?
- Advertisers managing smaller campaigns with limited budgets that are able to monitor performance and adjust bids for target keywords on a regular basis.
- Those who prefer a hands-on approach to campaign management.
Option Two: Maximise Conversions
This fully automated strategy uses Google’s machine learning to optimise your bids for the highest number of conversions within your budget.
- Fully Automated: No need to manually adjust bids.
- Conversion Focused: Ideal for campaigns with clear conversion goals (e.g., sign-ups, purchases).
- Real-Time Adjustments: Leverages real-time data to capture high-value traffic.
- No Manual Control: Limited oversight on individual bids.
- Budget Risk: Can overspend if conversions are too expensive in your niche.
- Requires Data: Performs best when there’s sufficient historical conversion data.
Who Should Use It?
- Advertisers focused on driving high-volume conversions.
- Campaigns with established conversion tracking in place.
Option Three: Target CPA (Cost-Per-Acquisition)
Overview: With Target CPA, Google optimises your bids to achieve a specific cost per acquisition (conversion). You set your desired CPA, and Google’s algorithm adjusts bids accordingly.
- Goal-Oriented: Keeps conversion costs predictable and within budget.
- Efficient Spending: Focuses on acquiring conversions at the best possible price.
- Customisable: Allows flexibility to set different CPAs for different ad groups or campaigns.
- Learning Curve: Takes time for Google to gather enough data to optimise effectively.
- May Limit Volume: If your target CPA is too low, Google may struggle to generate clicks or conversions.
Who Should Use It?
- Advertisers with clear cost-per-conversion goals.
- Campaigns that already have a steady flow of conversion data.
Option Four: Target ROAS (Return on Ad Spend)
Overview: This strategy optimises bids to achieve a specific return on ad spend. You set your desired ROAS percentage, and Google adjusts bids to hit that target.
- Revenue Focused: Ideal for e-commerce campaigns or businesses with defined revenue goals.
- Advanced Optimisation: Adjusts bids based on real-time revenue potential.
- Granular Control: Can assign different ROAS targets to campaigns or ad groups.
- Data-Dependent: Requires accurate conversion value tracking.
- May Lower Volume: Overly aggressive ROAS targets can restrict ad delivery.
Who Should Use It?
- E-commerce advertisers focused on maximising sales revenue.
- Campaigns with reliable conversion value tracking in place.
Option Five: Maximise Clicks
Overview: Maximise Clicks automatically adjusts your bids to drive as many clicks as possible within your budget.
- Traffic Boost: Great for campaigns focused on increasing website visits.
- Simple to Use: No need for complex settings or conversion tracking.
- Low Conversion Focus: May prioritise quantity over quality of clicks.
- Budget Risk: Can drive irrelevant traffic if targeting isn’t precise.
Who Should Use It?
- Campaigns aiming to drive awareness or traffic, rather than immediate conversions.
- Advertisers without advanced conversion tracking in place
Preparing for the Transition
Here’s how to ensure a smooth transition from eCPC:
1. Review Current Campaigns:
- Identify which campaigns are currently using eCPC.
- Evaluate their performance and determine key metrics like average CPA or ROAS.
2. Test Alternative Strategies:
- Start with one or two new strategies, like Maximise Conversions or Target CPA.
- Run A/B tests to compare performance against your eCPC campaigns – set up a Google Ads experiment with the different bidding strategies. You can then compare the performance results with like-for-like data and assess which has the best results for your account.
3. Monitor Performance:
- Keep a close eye on metrics like CTR, conversion rates, and cost-per-conversion.
- Allow time for Google’s algorithms to learn and optimise.
4. Adjust Budgets and Targets:
- Be flexible during the transition. Adjust budgets, CPAs, or ROAS targets as needed.
Not Sure What to Do After Enhanced CPC? Search Hog Can Help!
The deprecation of Enhanced CPC is a significant shift, but it also opens up opportunities to embrace more advanced bidding strategies. Whether you’re aiming for conversions, revenue, or brand awareness, there’s a Google Ads bidding strategy tailored to your goals.
Start experimenting with alternatives now to find the best fit for your campaigns. With the right strategy in place, your Google Ads campaigns will be ready to soar in the post-eCPC era.
Need help navigating the transition or optimising your campaigns? Get in touch with Search Hog—we’re experienced Google Ads specialists with highly competitive Google Ads management fees that can help you make the most of your ad spend using the best bidding strategies for your account.
Contact us today to see how we can help your business.
