Big changes are coming to Google Ads! They’re getting rid of Enhanced Cost-Per-Click (eCPC) bidding for search and display ads. Don’t worry, though – it’s not happening overnight. Let’s break down what this means for you and your ads.
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The timeline: When Things Are Changing
- October 2024: You can’t use eCPC for new campaigns.
- Until March 2025: Your old eCPC campaigns will keep working.
- March 2025: Any leftover eCPC campaigns switch to manual CPC on their own.
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Why Is Google Doing This?
eCPC was Google’s first try at “smart” bidding. It worked well, but now they have fancier tools that use AI to make your ads work even better. Here’s what Google told advertisers in an email:
“These strategies have the potential to deliver comparable or superior outcomes. As we transition to these improved strategies, search and display ad campaigns will phase out Enhanced CPC.”
In other words, Google thinks their new tools can do the same job as eCPC, or maybe even better!
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What This Means for You
If you’re using eCPC now, don’t panic! You have time to figure out what to do next. You might want to look at Google’s newer bidding options, like:
- Maximize Conversions (you can set a target CPA if you want).
- Maximize Conversion Value (you can set a target ROAS if you want).
These new options use AI to help your ads perform better. It might take a bit to get used to them, but they could make your ads work harder for you in the long run.
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The Bigger Picture
A lot of advertisers are already using newer, smarter bidding strategies. In fact, about 76% of digital advertisers use some kind of automated bidding. Google’s decision to retire eCPC is part of this bigger trend towards smarter, more automated advertising.
Remember, change can be tricky, but it often leads to better things. As you try out these new bidding options, you might find ways to make your ads even more successful!
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