Are you tired of paying high costs per click (CPC) on your advertising campaigns? Do you want to improve your conversion rate while reducing your ad spend? If so, eCPC might be the solution you've been looking for. In this guide, we'll dive into everything you need to know about eCPC and how it can benefit your campaigns.
eCPC, or enhanced cost per click, is a bidding strategy that helps advertisers maximize their return on ad spend (ROAS) by automatically adjusting their bids based on the likelihood of a conversion. With eCPC, advertisers set a maximum bid and allow the platform to adjust their bids up or down based on the likelihood of a click resulting in a conversion.
eCPC uses machine learning algorithms to analyze historical data and predict the likelihood of a click resulting in a conversion. Based on this analysis, the platform will adjust bids up or down to maximize the advertiser's chances of getting a conversion at the lowest possible cost. This means that if a click is unlikely to result in a conversion, the bid will be lowered to prevent wasted ad spend.
The benefits of using eCPC include:
eCPC differs from other bidding strategies, such as manual bidding or cost per engagement (CPE), in that it uses machine learning to optimize bids based on conversion likelihood. Manual bidding requires advertisers to manually adjust their bids based on performance, while CPE only charges advertisers when users engage with their ads, regardless of whether or not they convert.
eCPC is a good option for advertisers who want to optimize their campaigns for conversions and achieve a better ROAS. It's particularly useful for campaigns with a high volume of clicks and conversions, as well as campaigns with a limited budget.
To implement eCPC, you'll need to use an advertising platform that supports this bidding strategy. Most major platforms, including Google Ads and Facebook Ads, offer eCPC as an option. Simply select the eCPC bidding strategy when setting up your campaign and allow the platform to adjust your bids based on conversion likelihood.