Enhanced CPC is a tool offered within Adwords . It will automatically lower or increase your CPC bids to achieve maximum conversions. To enable it to do this it analyses’ a range of historical data that has been generated within the account.
Enhanced CPC draws from the following
- The History of a particular search term in the past and its conversion rate.
- Set keywords and there appearance in varied search terms
- Each individual campaign setting i.e. location language etc.
However not all keywords have a vast amount of history and therefore you may end up bidding on a high cost low converting words. Ultimately this will deplete you budget and therefore limit the display of higher converting words as Google will work to keep you within your daily Campaign Budget.
Also when dealing with a client whose custom is generated from a variety of different services a keyword that has a history of converting but requires a high bid will attract Google to raise the bid however that particular keyword may no longer be relevant to your site, Google will not be able to recognise this until enough data is gathered over time demonstrating the decrease in conversions.
We have found that whilst manual bid management is not time effective it is beneficial when managing keywords as you can access different points in time to compare and analyse.
We have read such a variety of different blogs online that seem to split enhanced CPC down the middle, surely there must be a definitive rule for the sort of campaign that enhanced CPC is beneficial for? We are yet to find it.