Increase Conversions With Adwords Enhanced CPC

Enhanced CPC is an AdWords bidding feature that dynamically adjusts you Max CPC in an attempt to get more conversions at or below your current CPA.

Enhanced CPC users a range of parameters (many of which only Google could possibly know about) to determine the likelihood that a particular auction will result in a conversion. It will then either increase or decrease Max. CPCs depending on whether there is a higher of lower chance of conversion respectively.

Enhanced CPC may increase you Max. CPC by 30% at most but there is no limit on how much it may reduce Max. CPC.

Enhanced CPC which works on Google, Search and Display networks requires conversion tracking to be enabled as it uses historical data to make adjustments.  These adjustments are made by monitoring the performance of  enhanced traffic against a portion of your traffic that has not been enhanced. If it assesses that changes to bids have a detrimental effect, then measures are taken to lessen the blow. In this way, Enhanced CPC will only have a positive or neutral effect on your acccount. Therefore, the effects of Enhanced CPC do not depend on variations in for example competitor activity or seasonality. This together with the range of parameters it is able to use simultaneously, gives Enhaced CPC a significant advantage over other automated bid management systems.