Which type of automated bidding strategy is enhanced cost-per-click (ECPC)?
Correct Answer
Conversion-focused bidding
Key takeaways
ECPC is a conversion-focused strategy.
It adjusts your own manual bids by predicted conversion likelihood.
It is the lightest form of automation, since you still set the base bids.
Why is this the correct answer?
Enhanced CPC is conversion-focused. It takes the manual bids you have set and adjusts them up or down according to how likely a given click is to convert, so the objective it works towards is conversions rather than revenue or reach. It sits at the lightest end of the conversion family, since you still set the underlying bids yourself.
Why are the other options wrong?
Awareness-based bidding
Awareness bidding covers impression-based strategies such as target CPM.
Consideration-focused bidding
Consideration is a funnel stage rather than a bidding category.
Revenue-focused bidding
Revenue-focused strategies weight conversions by value. ECPC adjusts towards conversion likelihood, not revenue.
Frequently asked questions about this topic
Is ECPC still worth using?
It remains a reasonable bridge from manual bidding, particularly where conversion volume is too thin for a fully automated strategy to settle. Once conversions are consistent, target CPA or target ROAS generally use the same budget more effectively.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
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