Google Ads is retiring Enhanced CPC for search and display ads

Google is retiring Enhanced CPC for ads

This notification was sent to advertisers using Enhanced CPC (eCPC) for their search and display campaigns. The email includes the Google Ads account number affected by this change.

Starting in October 2024, new search and display campaigns will no longer offer the Enhanced CPC bidding strategy. Existing campaigns will have a grace period until March 2025. After March 2025, all existing search and display campaigns using Enhanced CPC will automatically switch to manual CPC bidding.

Why is Google making this change? Enhanced CPC was introduced over a decade ago as the first smart bidding strategy. Since then, machine learning has advanced significantly, leading to strategies like Maximize Conversions and Maximize Conversion Value. These strategies, powered by machine learning, often deliver better results than Enhanced CPC. Google is focusing on these newer strategies while retiring Enhanced CPC.

What can advertisers who have been using Enhanced CPC do? If you track conversions, Google recommends switching to Maximize Conversions or Maximize Conversion Value. If your goals are not tied to conversions, you might consider Maximize Clicks.

💡 If no changes are made to your campaigns by March 2025, all campaigns will automatically switch to manual CPC bidding.

If you're using Maximize Clicks with Enhanced CPC in your display campaign, you don't need to take any action. Starting in March 2025, your campaigns will automatically use Maximize Clicks bidding.

Enhanced CPC (eCPC) - Definition

What is Enhanced CPC? It's a bidding strategy that adjusts your cost-per-click (CPC) to maximize the number or value of your conversions. Enhanced CPC combines manual bidding with a smart bidding strategy like Target CPA or Target ROAS. This strategy automatically raises your bids when there's a higher likelihood of a sale or other conversion on your site, and lowers them when the likelihood is lower.