Are you using Google Ads and relying on Enhanced Cost per Click (eCPC) for your search and display ads? Then it is important to know that this bidding strategy will soon be discontinued. This can have immediate implications for how you manage and optimize your online advertisements. Starting in October 2024, you will no longer be able to set enhanced CPC in new search and display campaigns. Existing campaigns will continue to use this strategy until March 2025. After that, all campaigns will be automatically converted to manual CPC bidding. This means you will need to reassess your current strategies to continue advertising effectively.
The impact on businesses and organizations
For many companies, Enhanced CPC is a familiar method to get the most out of their advertising budget. The removal of this option can create uncertainty and requires adjustment. Organizations must now seek alternative bidding strategies to continue achieving their goals. This may require additional time and resources, especially for companies without dedicated marketing teams.
What solutions are available?
Fortunately, Google offers advanced bidding strategies that utilize machine learning. If you are tracking conversions, you can switch to 'Maximize Conversions' or 'Maximize Conversion Value', depending on your goals. These strategies can yield similar or even better results than enhanced CPC. Don't have specific conversion goals? Then 'Maximize Clicks' is a good alternative. It is wise to take action now. By transitioning in a timely manner, you can prevent your campaigns from reverting to manual bidding starting March 2025, which requires more management. Additionally, this allows you to continue optimizing your ad performance without interruption.
What’s next?
The termination of enhanced CPC in Google Ads requires adjustments to your advertising approach. By switching to the new bidding strategies, you can continue to benefit from effective ads. Do you have questions or need assistance? Then please
Get in touch with us. Our Google Ads specialists will help you make the best choice for your situation.
Companies currently using Enhanced CPC (eCPC) for their Google Ads campaigns will automatically receive a message from Google with specific details about the termination and the associated steps. This ensures that you are informed in a timely manner, allowing you or your online marketing agency to make the necessary adjustments to keep your campaigns up to date.
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