Google AdWords has now launched an automated bidding feature called Enhanced CPC. This tool will allow marketers to adjust the costs of their Max CPC bid automatically, to increase conversions based on their past conversion record. The new tool also "detects attributes such as the user's location, language settings, browser, and operating system and analyze how these attributes may impact the likelihood of your ad converting" said AdWords.
Enhanced CPC has the unique capability to take a number of factors into consideration while predicting the likelihood of a conversion. Some examples of what Enhanced CPC can do:
- It can adjust the bid, depending on how well a particular search or display network partner site on the Google network has converted the ad in the past.
- It recognizes when specific words within a keyword convert well and adjust the bid when users search on variations of those terms.
- It detects attributes like user's location, language settings, browser, and operating system and analyzes how these attributes might affect the likelihood of the ad conversion.
"Advertisers set their bids, and our system simply 'enhances' them by either raising or lowering their bid for each auction depending on the likelihood of a conversion," said a spokesperson from Google.
How to get started with Enhanced CPC
In order to use the Enhanced CPC tool, one is required to enable the Conversion Tracking for the campaigns. Conversion Tracking gives the opportunity to take advantage of features like
Enhanced CPC besides providing important insights into how frequently the ads get converted into sales and how much one is paying for these conversions. Users who already use the Conversion tracking, simply need to go to the 'Bidding and Budgeting' to find the 'Enhanced CPC' tool.
However, Google also said that Enhanced CPC cannot be currently modified using AdWords Editor and work is in progress to make it compatible in the days to come.