Google AdWords recently made a major change to it’s enhanced cost per click option. Previously, ECPC would raise your maximum cost per click up to 30% for those keywords likely to get a conversion. Google recently removed the bid cap, so now your bids can increase by more than 30%.
This change may have a major impact on your CPC (cost per click) and CPC (cost per conversion), so you’ll want to monitor and evaluate the effects of this change.
Google goes on to say: “This means you generally won’t have to set bid adjustments when using ECPC. You may still want to set a bid adjustment for mobile, as ECPC doesn’t adjust for the difference in conversion rates between mobile and other devices.”
The enhanced cost per click (ECPC) doesn’t adjust for the difference in conversion rates between mobile and other devices.
Google went on to say “ECPC will still respect your manual bid by trying to keep your average CPC below your max CPC over time. For Search and Display campaigns, ECPC will help increase conversions while keeping your cost-per-conversion the same. For Shopping, ECPC will help increase conversions while maintaining your same overall spend.
If you are using ECPC, you’ll want to keep an eye on your cost per conversions and decide if this option/setting still makes sense for your business.
You can read more about the changes to Enhanced Cost Per Click here.