Google Ads has recently announced that it will no longer support enhanced cost-per-click (eCPC) for Search and Display Ads. This change will have a significant impact on how advertisers manage their campaigns and signals Google’s push towards greater reliance on machine learning and more advanced automated bidding strategies.
The elimination of the eCPC option for new campaigns will begin in October, with all remaining eCPC campaigns transitioning to Manual CPC by March 2025. ECPC is a popular automated bidding strategy that allows advertisers to optimize bids based on conversion likelihood while still maintaining some control over the process. However, Google’s decision to phase out this option means that advertisers will need to explore and test other fully automated bid strategies to improve performance.
Google introduced enhanced CPC in 2010 as a Smart Bidding strategy, but newer machine learning options like Maximize conversions and Maximize conversion value offer more advanced tools to optimize campaign performance. These strategies utilize target cost-per-acquisition (CPA) or target return on ad spend (ROAS) to automatically adjust bids and maximize conversions or conversion value. Advertisers who have not yet explored these options should start testing them now to ensure a smooth transition away from eCPC.
The shift towards more advanced automated bidding strategies reflects Google’s commitment to machine learning and its potential to revolutionize the advertising industry. By relying on algorithms and data-driven insights, advertisers can benefit from more efficient and effective campaigns. However, it also means that advertisers will need to adapt their strategies and embrace the power of automation to stay competitive in the ever-evolving digital landscape.
Anthony Higman, who shared the email he received from Google about this update, was one of the first to bring attention to this significant change. As advertisers navigate this transition, it is crucial to stay informed and keep up with the latest developments in Google Ads. Continuing to educate oneself on automated bidding strategies and attending industry events, such as the ones Anu Adegbola, Paid Media Editor of Search Engine Land, has spoken at, can provide valuable insights and guidance.
In conclusion, the phasing out of enhanced cost-per-click for Search and Display Ads by Google Ads marks a significant shift towards more advanced automated bidding strategies. Advertisers must embrace this change and explore other automated bid options, such as Maximize conversions and Maximize conversion value, to optimize their campaigns effectively. By leveraging the power of machine learning, advertisers can achieve more efficient and successful advertising campaigns in the ever-changing digital advertising landscape.
