Google Ads Sunsets eCPC Bidding: What You Need to Know

Google Ads is officially sunsetting Enhanced Cost-Per-Click (eCPC) bidding, a strategy many advertisers have relied on for years. Starting in October 2024, eCPC will no longer be available for new campaigns, and by March 2025, any legacy campaigns using eCPC will be automatically transitioned to manual CPC. This move is part of Google’s broader push toward fully automated bid strategies like Maximize Conversions and Maximize Conversion Value. Here’s what advertisers need to know, and how to prepare for this shift.

Why Is eCPC Going Away?

Enhanced CPC allowed advertisers to maintain manual control over bids while letting Google make small adjustments based on the likelihood of a conversion. However, this hybrid approach no longer fits Google’s automation-first focus. The future of Google Ads bidding is rooted in fully automated strategies, which leverage machine learning to optimize bids in real-time. Google’s shift is clear: maximize automation and rely on the algorithm’s data-driven decision-making to handle bidding.

If you’ve been using eCPC, this phase-out signals that now is the time to start experimenting with automated bid strategies, like Max Conversions (which we like to use in tandem with a target CPA, or tCPA). This approach allows you to harness Google’s powerful algorithm, with strong guidance regarding specific cost targets.

What Campaigns Are Most Affected?

The campaigns that stand to experience some disruption are those currently getting great performance from eCPC campaigns thanks to Google’s algorithm effectively reading the signals that make conversions likely. For those, and for campaigns with such low conversion volume that eCPC was a more viable option than Max Conversions, I recommend considering a switch to manual bidding, which Google still offers as an option. This will still give advertisers plenty of control, but the tradeoff is more frequent bidding adjustments as performance dictates.

It’s important to note that Google is giving advertisers time to adjust—eCPC can be used until March 2025, allowing businesses to strategize and optimize their approach. The goal during this transition period should be to find a strategy that fits your data profile and conversion goals, whether that’s manual CPC, Maximize Clicks, or a more advanced automated bidding option.

Why Did Advertisers Use eCPC?

Brands often used eCPC when they wanted more control over their click costs but weren’t ready to fully commit to automated bidding strategies. It gave them the ability to manually adjust bids while allowing Google to tweak those bids based on conversion likelihood. For advertisers with lower conversion volumes or who wanted a balance between control and automation, eCPC was a solid middle ground.

Now that it’s being retired, advertisers will need to rethink their approach, especially if they’re concerned about rising CPCs with fully automated bidding. One option is testing Target CPA, which allows some control over bids while optimizing toward a specific cost-per-acquisition goal.

Tips for Transitioning to Automated Bidding

Google’s push toward automation with the phasing out of eCPC means it’s crucial to start preparing your campaigns for the future. Below are some essential tips for transitioning to Max Conversions and Maximize Conversion Value strategies.

Best Practices for Max Conversion Campaigns

1. Utilize Down-Funnel Conversion Actions: Focus on higher-quality conversions like SQLs or Opportunities (through the use of Offline Conversion Tracking) to ensure you’re driving valuable actions.
2. Ensure Sufficient Data: For best results, aim for at least 30 conversions per 30-day period. More data means better algorithm performance.
3. Mitigate Limited Data Density:
   • Leverage portfolio bidding to consolidate conversion signals across campaigns.
   • Look for opportunities to consolidate campaigns to strengthen data.
   • Optimize toward different conversion actions that offer higher volume.
4. Conduct Phased Testing: Roll out campaign tests gradually and allow sufficient time for stabilization (usually 2-4 weeks). This prevents premature changes from disrupting campaign performance.
5. Use tCPA after Stabilization: Once your campaign has stabilized, consider implementing Target CPA based on the last 30-day CPA average. Adjust your CPA by 10-15% for performance tweaks. Leverage Google’s simulator for forecasting, and avoid making too many changes at once to prevent delivery issues.
   
   

Best Practices for Maximize Conversion Value Campaigns

1. Accurate Conversion Values: Ensure conversion values are passed through correctly. If dynamic values aren’t an option, use Google’s Conversion Value Calculator to create accurate averages.
2. Minimum Conversion Data: As with Max Conversions, make sure you have at least 30 conversions per 30 days to feed the algorithm sufficient data.
3. Mitigate Limited Data Density:
   • Use portfolio bidding strategies to provide more conversion signals.
   • Consolidate campaigns for stronger data density.
   • Optimize toward higher-volume conversion actions if needed.
4. Conduct Phased Testing: As with Max Conversions, implement tests in stages and allow the campaigns 2-4 weeks to stabilize before making changes.
5. Test Target ROAS (tROAS): After stabilization, add a Target ROAS (tROAS) to maximize the value of conversions. Start with the recommended target based on historical data and adjust incrementally to optimize conversion value. Use Google’s simulator to forecast potential changes.

These strategies will help ensure a smooth transition from eCPC to automated bidding, allowing you to continue optimizing for conversions while maintaining control over your budget and performance.

What Should Advertisers Do Next?

The phase-out of eCPC isn’t a crisis, but it’s a clear signal that now is the time to explore Google’s automated bidding strategies. If you’re still relying on eCPC, it’s crucial to start testing alternatives like Max Conversions or Maximize Conversion Value sooner rather than later. Transitioning with a thoughtful strategy will allow you to adapt more smoothly and continue to optimize for performance without the eCPC safety net.

While this move may feel like a nudge (or push) toward automated bidding, manual CPC will still be available for those who want to maintain total control over their bidding. However, given the growing complexity of Google Ads and the sophistication of its machine learning algorithms, investing the time to master automated bidding could be well worth the effort. The key is to start testing, learning, and optimizing now so that when March 2025 arrives, your campaigns are in the best possible position to succeed in a fully automated world.