Is Your Google Ads Strategy Stuck in the Stone Age? Time to Ditch Enhanced CPC

Google is phasing out Enhanced CPC. Here's why it's outdated and how to upgrade your bidding strategy for better results.

If you’ve been running Google Ads campaigns for a while, you might have relied on Enhanced CPC (eCPC) as your trusty bidding method. It’s been a solid option for years, helping marketers dabble in automated bidding while keeping some control. But now, it's time to say goodbye to this old friend. As of October 2024, Google will start phasing out Enhanced CPC for Search and Display campaigns, and by March 2025, the option will be fully replaced by Manual CPC.

At Activate Digital Media, we believe in staying ahead of the curve, and here’s why you should, too.

The End of Enhanced CPC: Why It’s Time to Evolve

Google introduced Enhanced CPC (eCPC) in 2010 as a simple Smart Bidding strategy designed to adjust your manual bids for clicks that seem more likely to convert. It was a light touch on automated bidding—giving you a taste of machine learning without letting it drive your entire campaign. But with machine learning more sophisticated, Enhanced CPC is now, quite frankly, outdated.

Think of Enhanced CPC as the flip phone of bidding strategies. It was useful in its time, but there are now more advanced tools that can do the job better, faster, and more efficiently.

Key Dates to Know:

• October 2024: eCPC will no longer be available for new Search and Display campaigns.
• March 2025: Google will transition all remaining eCPC campaigns to Manual CPC.

Why Does This Matter?

For those who have been using Enhanced CPC, this shift is more than just a tweak—it’s a call to action. Google’s push toward fully automated bidding strategies is a signal that manual tinkering with bids is becoming a thing of the past. To remain competitive and get the best return on your ad spend (ROAS), you’ll need to adopt Google’s more advanced bidding strategies.

The Future of Google Ads Bidding: Maximize Conversions and More

With eCPC fading into history, Google offers more powerful Smart Bidding options that leverage machine learning to deliver better performance:

Build Credibility and Authority:

• Maximize Conversions: sets bids to help you get the most conversions within your budget. If you’re focusing on lead generation, this strategy is a great fit.
• Maximize Conversion Value: Prioritizes high-value conversions and works best for campaigns targeting revenue generation. It's perfect for eCommerce businesses looking to optimize for high-value sales.
• Target CPA and Target ROAS: These are hybrid strategies that mix automation with specific goals. If you have a precise cost-per-action or return on ad spend goal, these are likely your best options.

These strategies take full advantage of Google’s machine learning, allowing you to focus on strategy rather than manual adjustments. The best part? They adapt in real time based on conversion data, improving your campaign performance continuously.

What You Should Do Next:

If you’re still using Enhanced CPC, it’s time to transition. Start testing newer automated bidding strategies to see which ones align with your goals. If another vendor is running your Google Ads, check in with them to make sure they’re on top of this transition and testing out these modern options. If they aren’t, well, it might be time to look for a new partner.

Don’t Worry—Our Clients Are Covered

At Activate Digital Media, we’ve already adapted our strategies to align with these changes. We constantly audit and optimize our clients’ Google Ads campaigns to ensure they’re running on the most effective bidding strategies for their specific goals. Our clients are fully covered and ahead of the game—so if you're working with us, rest easy.

Not a client yet? We offer free Google Ads audits. We’ll help you identify any issues with your current bidding strategies and make recommendations to get your campaigns on track for success.

Final Thoughts

The deprecation of Enhanced CPC signals a broader move toward fully automated bidding strategies that save time, improve performance, and boost ROI. If you haven’t transitioned yet, now’s the perfect time to do so.

At Activate Digital Media, we can guide you through these changes and set your campaigns up for success. Contact us today for a free Google Ads audit, and let’s ensure your bidding strategy is optimized to meet your business goals.

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