When choosing a click-focused bid strategy, is clicking the “Enable Enhanced CPC” button always the right choice? What Enhanced CPC means is exactly how it sounds, it optimizes your cost per click if Adwords presumes it as beneficial, or not beneficial, to your campaign. This feature can increase your bids for clicks by up to 30% if deemed good for the campaign, and lower the bid by any amount if it seems that the campaign will not benefit. Seems awesome right? This may not necessarily be the case.
While Enhanced CPC can be beneficial for a campaign with a good history of conversion data, a new campaign with Enhanced CPC will most likely not perform at its best. It can drive down traffic for a new campaign and make your campaign not work as how you would’ve hoped. It’s not going to do a good job if there is no data to base its bid decisions over. What is our verdict?
Use it for a campaign with good historic conversion data. This is where the Enhanced CPC feature may perform at its best and be the most beneficial to your Adwords campaign, with potential for increased conversion rate, increase ROI, and overall lower costs. However,for a new campaign, we recommend not using it. Be smart with Enhanced CPC, make sure it’s right for you.