What This Means for Advertisers
This update signals Google’s continued push towards more sophisticated, AI-driven bidding strategies.
In the coming months, advertisers currently relying on Enhanced CPC will need to evaluate their options and potentially adapt their campaign management approaches.
While the change may require some initial adjustments, it also allows advertisers to explore and leverage Google’s more advanced bidding strategies, potentially improving campaign performance and efficiency.
FAQ
What change is Google implementing for Enhanced CPC bidding?
Google will discontinue the Enhanced Cost-Per-Click (eCPC) bidding strategy for search and display ad campaigns.
New search and display ad campaigns can’t select eCPC starting October 2024.
Existing campaigns will function with eCPC until March 2025.
From March 2025, remaining eCPC campaigns will switch to manual CPC bidding.
How will this update impact existing campaigns using Enhanced CPC?
Campaigns using Enhanced CPC will continue as usual until March 2025. After that:
Search and display ad campaigns employing eCPC will automatically migrate to manual CPC bidding.
Display campaigns with Maximize Clicks and eCPC enabled will transition to the Maximize Clicks strategy in March 2025.
What are the recommended alternatives to Enhanced CPC?
Google suggests using its more advanced, AI-driven bidding strategies:
Maximize Conversions – Can include an optional target CPA (Cost Per Acquisition).
Maximize Conversion Value – Can include an optional target ROAS (Return on Ad Spend).
These strategies are expected to deliver comparable or superior outcomes compared to Enhanced CPC.
What should advertisers do in preparation for this change?
Advertisers need to evaluate their current reliance on Enhanced CPC and explore alternatives:
Assess how newer AI-driven bidding strategies can be integrated into their campaigns.
Consider transitioning some campaigns earlier to adapt to the new strategies gradually.
Leverage tools and resources provided by Google to maximize performance and efficiency.
This proactive approach will help manage changes smoothly and explore potential performance improvements.
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