Google AdWords offers Enhanced CPC

Once again Google’s money printing machine that is AdWords has been enhanced to make online advertising that little bit easier for you. Being prone to the very regular revamp, Google AdWords now offers the Enhanced CPC feature to make managing your advertising campaigns a breeze. This new automatic bid management feature means that AdWords campaigns are even closer to simply managing themselves.

Thankfully AdWords hasn’t gone the way of Skynet just yet, but what Enhanced CPC offers is the ability to allow automatic adjustment of your campaign bids based on historic conversion tracking data. This means that instead of manually adjusting and testing your cost-per-click, AdWords can work out the best option for you based on the previous success of a campaign keyphrase and adjust your CPC up or down to suit. The end result of this is that your campaigns are more efficiently run, meaning that they will be more cost effective and will reap more rewards in the long run.

What Can Enhanced CPC do?

Enhanced CPC operates by considering a variety of factors when monitoring your campaigns:

• It can adjust your bids based on how well a search or display network partner site in the Google Network has converted for you in the past.
• It can recognise words within keyphrases and alter you bid for when users search for variations of these terms.
• It can make judgements on the likelihood of conversions based on user factors such as location, language settings, browser and operating systems.

Start Using Enhanced CPC

Let’s get started then. First things first, you need to ensure that Conversion Tracking is enabled for your campaign. If you don’t have this enabled, why not? It gives you invaluable insight into the cost, frequency and conversion ratio of your campaigns. Once conversion tracking is up and running, navigate to the ‘bidding and budgeting’ section of the setting tab and select the ‘Enhanced CPC’ checkbox. Et voila!

As per usual, Google have provided a handy little video to explain things in laymen terms:

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