Enhanced cost-per-click (ECPC)

Enhanced cost-per-click (ECPC) is a semi-automated bidding strategy that adjusts manual bids based on the likelihood of conversion. Unlike fully automated bidding, ECPC maintains advertiser control over base bids while allowing algorithms to make real-time adjustments within defined limits. This hybrid approach leverages machine learning to increase bids for queries with higher conversion potential while reducing investment in less promising opportunities, optimizing conversion volume while respecting budget constraints.