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.

What is eCPC?

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.

How does eCPC work?

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.

What are the benefits of using eCPC?

The benefits of using eCPC include:

  • Lower cost per click: eCPC reduces the risk of overpaying for clicks that are unlikely to result in conversions.
  • Increased conversion rate: By optimizing bids based on conversion likelihood, eCPC can improve your overall conversion rate.
  • Higher return on ad spend: With lower costs per click and increased conversions, eCPC can help you achieve a higher ROAS.
  • Automated bidding: eCPC eliminates the need for manual bid adjustments, saving time and effort.
  • Improved campaign performance: By optimizing bids based on conversion likelihood, eCPC can help you achieve better results from your campaigns.

How is eCPC different from other bidding strategies?

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.

When should I use eCPC?

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.

How do I implement eCPC?

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.


  1. "Advanced Google AdWords" by Brad Geddes
  2. "The Art of Paid Search" by Andrew Goodman
  3. "Facebook Advertising Made Simple" by Andrea Vahl
  4. "The Ultimate Guide to Google AdWords" by Perry Marshall
  5. "The Complete Guide to Facebook Advertising" by Brian Meert
Copyright © 2023 . All rights reserved.