On the Display Network, Enhanced Cost–per–click (ECPC) Automatically:

On the Display Network, enhanced cost–per–click (ECPC) automatically:

  • sets bids to maximize your conversion value while trying to reach an average return on ad spend
  • adjusts your manual bid up or down based on each click’s likelihood to result in a conversion
  • sets bids to help you get the most clicks within your target spend amount
  • sets bids to help you get as many conversions as possible

Right Answer:

  • adjusts your manual bid up or down based on each click’s likelihood to result in a conversion

Explanation:

https://support.google.com/adwords/answer/2464964?hl=en

Enhanced Cost-per-click (ECPC) helps you to get more conversions from the manual bidding. This works by automatically your manual bids for clicks that seem more or less likely to lead a sale or conversions on your website. Unlike the target CPA, this ECPC is constrained by your max CPC bids when optimizing for conversions.

  • For the Search network and Display network campaigns, this ECPC helps in increasing the conversions while you try to keep your ad’s cost-per-conversion (CPC) the same as you’re getting with manual bidding.
  • For Shopping, ECPC helps increase conversions while trying to maintain your same overall spend.

ECPC looks for ad auctions that are more likely to lead to conversions and then raises your max CPC bid (after applying any bid adjustments you’ve set) to compete harder for those clicks. If a click seems less likely to convert, Google Ads will lower your bid.

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