Enhanced Cost Per Click (ECPC)

Question 1

Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to

Answer 1

a sale or conversion on your website. That helps you get more value from your ad budget.

Question 2

ECPC does a similar job for your AdWords ads. It’s a bidding feature that looks for ad auctions that are more likely to lead to sales for you, and then raises your max CPC bid up to

Answer 2

up to 30 percent to compete harder for those clicks

Question 3

When Enhanced cost-per-click (ECPC) sees auctions that don’t look promising, it

Answer 3

it lowers your bid

Question 4

ECPC double-checks itself by leaving part of your traffic alone to work with your

Answer 4

regular max CPC bids. Then it compares the two sets of results and adjusts accordingly.

Question 5

So when you choose ECPC, you should see conversion results that are

Answer 5

are better than, or at least the same as, the results you get without it.

Question 6

ECPC works on Google, the Search Network, and the Display Network, but isn’t available for the

Answer 6

“Display Network only - Mobile Apps” campaign type.

Question 7

The AdWords system looks for patterns of clicks and conversions and compares them to your past results. If certain search or keyword combinations lead to more sales, for instance, it will know. That’s why, to use ECPC you have to have

Answer 7

conversion tracking turned on, because that’s where the data comes from.

Question 8

If you’re using “Conversions” as your conversion bid metric, make sure to review your

Answer 8

your conversion counting method for each conversion action to ensure it matches your goals.

Question 9

If you’re tracking leads (such as sign-ups), you probably only want to count

Answer 9

unique conversions

Question 10

If you’re tracking sales, you probably want to count

Answer 10

all conversions.

Question 11

You’ll probably only want to use “Converted clicks” as your conversion bid metric if you’re tracking multiple types of

Answer 11

leads and want to optimize for clicks that result in one or more leads (regardless of the type).

Question 12

Both ECPC and Conversion Optimizer work to get you more conversions. The key difference: ECPC works with the

Answer 12

max CPC bid you set, never going more than 30 percent over it. Conversion Optimizer needs no max CPC, though it does require a CPA bid.

Question 13

Conversion Optimizer gives you the very best chance to improve your results, but ECPC provides a level of

Answer 13

of control and comfort that some people prefer.

Question 14

Both ECPC and Conversion Optimizer provide

Answer 14

Use conversion tracking or Google Analytics data from your account
Predict a conversion rate for each auction
Adjust your bids to help you win the most promising clicks

Question 15

ECPC by itself and not Conversion Optimizer allows for

Answer 15

Works with all your campaign settings and max CPC bids
Can raise bids by up to 30 percent
Works with third-party bidding systems

Question 16

Conversion Optimizer and not ECPC allows for

Answer 16

Lets you set either a target CPA or max CPA
Has full freedom to set your CPC bid for each auction
May not work with some API-based bid management solutions