Aug '23 in Google Ads News
eCPC Is Going Away For Shopping Ads
Just got this email, thought I'd share in case you've not seen it:
Shopping Enhanced CPC Deprecation
Dear Google Ads customer, You’re receiving this message because you’re using Enhanced cost-per-click (eCPC) for your Shopping campaigns in the following accounts
- (Redacted)
What’s changing?
Starting in early October 2023, any Shopping campaigns using Enhanced CPC will behave as if they are using Manual CPC bidding.
Why are we making this update?
Enhanced CPC was the first Smart Bidding strategy we launched over 10 years ago. Since then we’ve launched more advanced bid strategies like Target ROAS, Maximize conversion value, and fully automated campaigns like Performance Max that help you achieve similar or better results. As we continue to adopt these more advanced strategies and campaigns, Shopping campaigns will no longer use Enhanced CPC.
What are my options?
In your Standard Shopping campaigns, we suggest trying the one-click Target ROAS experiments for Shopping you can find in your campaign settings.
You can also try our newest fully automated solution, Performance Max campaigns. If you choose not to make any changes to your campaign by October 2023, your campaign will operate as if it's using Manual CPC bidding.
We’re here to help If you have any questions about this upcoming change, don't hesitate to reach out to your account team, or contact us at any time.
Sincerely,
The Google Ads Team
My take? Not going to make a huge difference. I'll use Manual CPC on my low-bid campaigns and Max Conv. Value or tROAS as the default on higher bid campaigns.
I just thought it was interesting to see it go away. Do you think they'll remove it as an option for Search campaigns in the future?
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eCPC Is Going Away For Shopping Ads
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