A Beginner’s Guide to Enhanced CPC in Google AdWords
If you’re new to Google AdWords, the multitude of options and features can be daunting. One feature that you may have come across is “Enhanced CPC.” What is Enhanced CPC? How does it work? Is it right for your business? Keep reading to find out!
As you might expect, this can be a powerful tool in the hands of experienced digital marketers. However, it’s important to remember that Enhanced CPC is an automated system, which means it’s not perfect. In some cases, it may bid too high and eat into your profits, or bid too low and cost you valuable clicks. As with anything else in digital marketing, it’s important to test Enhanced CPC and see how it performs for your particular business before relying too heavily on it.
What is Enhanced CPC?
Enhanced CPC (Conversion Point) is a feature in Google AdWords that automatically adjusts your bids up or down based on whether or not a conversion is deemed likely. The goal of Enhanced CPC is to help you get more conversions at the same CPA (cost-per-acquisition), or to lower your CPA if you’re already getting conversions.
How Does It Work?
Enhanced CPC works by constantly monitoring your conversion rate and comparing it to what Google predicts it should be. If your conversion rate is lower than what Google predicts, they’ll automatically raise your bids. Similarly, if your conversion rate is higher than predicted, they’ll lower your bids. The aim is to keep your CPA where it needs to be in order to get more conversions without spending more money.
Enhanced CPC works by taking into account a number of factors when deciding how much to bid on each click. These factors include things like:
– The time of day that the searcher clicks your ad
– The searcher’s location
– The device that the searcher is using (e.g. desktop, laptop, smartphone)
– The language that the searcher used to perform the search
– The type of search (e.g. navigational, informational, transactional)
– Your historical conversion rate
– Your historical click-through rate (CTR)
Google also takes into account any manual bid adjustments that you’ve made. For example, if you’ve increased your bids for mobile devices because you know that they tend to convert at a lower rate than desktop searches, Google will take that into account when deciding how much to bid on each click.
Is It Right for My Business?
As with any Google AdWords feature, there are pros and cons to using Enhanced CPC. On the plus side, it can help you get more conversions without spending more money. Additionally, it can take some of the guesswork out of bid management by automatically adjusting your bids for you. On the downside, some businesses may not like giving up control of their bidding to Google’s algorithm. As with anything else, it’s important to weigh the pros and cons to decide if Enhanced CPC is right for you and your business.
Overall, Enhanced CPC is a helpful tool that can be used to increase conversions without necessarily increasing spend. However, it’s important to remember that this feature gives up some control ofbid management to Google’s algorithm. As with anything else related to Google AdWords, it’s important to do your research and decide if Enhanced CPC is the right choice for you and your business goals.
If you’re not sure about where to go, you can always speak with a google ads agency.
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