Google Ads to Sunset Enhanced CPC Bidding: What You Need to Know

Google Ads has announced plans to phase out its Enhanced Cost-Per-Click (eCPC) bidding strategy, making way for more advanced AI-driven options. This transition, which will unfold over several months, aims to modernize Google’s bidding strategies and push advertisers towards adopting newer, smarter technologies.

Key Dates & Updates:

Starting in October 2024, advertisers will no longer be able to choose eCPC as a bidding strategy for new search and display ad campaigns. For those still using eCPC, their campaigns will remain unaffected until March 2025, after which all remaining campaigns will automatically switch to manual CPC bidding. Advertisers who prefer to continue with eCPC until the final cut-off will have their bidding strategies updated to manual CPC by default.

Impact on Display Campaigns

If you’re running display campaigns using the Maximize Clicks strategy combined with eCPC, you won’t need to make any immediate changes. These campaigns will automatically shift to the Maximize Clicks bidding strategy when the eCPC phase-out completes in March 2025.

Why Is Google Making This Change?

Enhanced CPC was introduced over a decade ago as one of Google’s early smart bidding solutions. Since then, Google has rolled out more powerful, machine learning-driven strategies like Maximize Conversions (with an optional target CPA) and Maximize Conversion Value (with an optional target ROAS). As these newer options have shown better results, Google is moving away from legacy systems like eCPC.

What Advertisers Should Do Next

This change signifies a shift towards more AI-powered strategies in Google Ads. Advertisers currently using Enhanced CPC will need to start evaluating other bidding options, such as Maximize Conversions or manual CPC, to ensure a smooth transition. While this may involve some campaign management adjustments, it offers an opportunity to tap into Google’s advanced automation tools, potentially boosting both performance and efficiency in the long run.

By planning ahead, advertisers can optimize their campaigns and stay ahead of this major transition in the world of Google Ads.