Google's Enhanced CPC Feature (ECPC)

Google’s Enhanced CPC feature uses a campaign's historical conversion data to automatically adjust the Max CPC bid based on the likelihood that the ad will convert.

Enhanced CPC Algorithm

The Enhanced CPC algorithm considers a number of factors when predicting the likelihood of a conversion. Here are a few examples of factors that influence Enhanced CPC bids:

  • How well a particular search or display network partner site in the Google network has converted in the past..
  • Specific words within a keyword (e.g. "kits") convert well and adjust the bid when users search on variations of these terms (e.g. "model airplane kits for children").
  • Detect attributes such as the user's location, language settings, browser, and operating system and analyze how these attributes may impact the likelihood of the ad converting.

To use Enhanced CPC, Conversion Tracking needs to be enabled for the campaigns.

A Note About Marin Bidding

Enhanced CPC can be used in conjunction with Marin Bidding. However, please note that this is only the case if you use manual bidding in Google Ads.

The reason for this is that there are actually two enhanced CPC's: one with manual bidding (which can be used with Marin Bidding); and the other with automated bidding (which cannot be used with Marin Bidding).

To enable the Enhanced CPC in the platform please follow the below steps:

  • Click on the campaign you wish to enable the enable the Enhanced CPC for.
  • Go to the Settings tab.
  • Scroll down and click on Advanced Settings.
  • In the Bidding Options section, select the check box by Use Google Enhanced CPC.

Additional Notes

Enhanced CPC can be enabled in the platform even if the campaign is not eligible (does not have Conversion Tracking). In Google Ads, Enhanced CPC will appear to be enabled. However, the campaign will not be using Enhanced CPC, and if you disable the feature in Google Ads and save, you will not be able to re-enable it in Google Ads.


Written by Marketing @ Marin Software

Last published at: June 27th, 2023