How to create a shopping campaign in Google AdWords – Part 5

Enhanced CPC…

ECPC means enhanced cost per click. It’s a bidding feature that will help you to get clicks which may lead to a sale or conversion on your website. It helps you to get that click by raising the bid for a keyword which may lead to conversion.

You must be thinking how does that happen? ECPC checks factors such as device, browser, and location to adjust your bids in every auction. First it takes a small audience that you are targeting and applies the bid that you have set, then it takes another small set from your audience and applies ECPC bid. After this it compares the results and applies the bid that’s working for you. So in a nutshell you will always get better or same results that you get without ECPC.

Well first you have to enable ECPC option in your campaign settings. The steps are as follows: (remember that for ECPC to be enabled you will have to turn on conversion tracking. If it’s off then you won’t see any changes in bidding price)

  • In your ‘Campaigns’ tab click on the campaign where you want ECPC implemented
  • Click on ‘Settings’ tab
  • In ‘Bid strategy’ section click ‘Edit’
  • Click ‘Advanced options’ then select ‘Enable enhanced CPC’

Another interesting point to remember is that when you opt for enhanced CPC the AdWords system will not differentiate between CPC bid for desktop or mobile. There’s a possibility wherein the ads running could be showed for a lower CPC bid on mobile devices. There’s a way through which you can specify – by how much, your bids should be lowered while the system is bidding for a keyword to show an ad on mobile devices. Following are the steps:

  • Click on ‘Campaigns’ tab. You can do the bid adjustment at ad group level also
  • Once you select the ad group, then select ‘Settings’ tab and click on ‘Devices’ mini tab
  • Here you will be asked by how much you want to increase or decrease the bid on the basis of default or manual bid that you have done for the keyword. For example if you have bid 100 for a keyword and then entered ‘Decrease by 50’ in bid adjustment then every time your ad is showed on mobile device you will be charged 50 CPC and not 100.
  • If you want to remove the bid then just delete the value in the field
  • Click on ‘Save’

Finally a very important question – how does ECPC system knows what auction or pattern will lead to conversion?

Well the AdWords system will look for patterns of clicks and conversions.

After this it will search for the same pattern in your account to establish a strategy to increase or decrease bid. For this conversion tracking has to be turned on (this is the data mine for Google).

ECPC increases bid for conversion opportunity and reduces bid if it sees that conversion is not going to happen. This way you end up paying less for clicks which are not converting and spend more on likely conversion clicks.

That’s it for this series. Let me know how you used the info and improvised on your shopping campaign strategy.

Till next time, keep being awesome 🙂

 

(Content source https://support.google.com/adwords/answer/)

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