Raise ROI and Keep Control with Enhanced CPC Bidding

By September 16, 2010 Paid Media No Comments

When it comes to bidding strategy, we are striving to achieve that perfect balance. Once again, we turn to Google for the tools we need to nudge us one step closer to our goal. On one side of the teeter-totter, we have conversions; on the opposite end, control. Of course we want our conversions to soar but at what cost? It is then that we must look for ways to boost conversions while keeping the control factor in mind.

With that said, Google has rolled out a new bidding option aimed at giving users the control that Conversion Optimizer lacks. Conversion Optimizer studies past conversion history in order to judge which auctions will perform the best in the future and then adjusts your bid accordingly. In essence, this is the aim of Enhanced CPC. So if Conversion Optimizer did not work for you, why try Enhanced CPC? Here are a few reasons why you might want to give it a go.

Enhanced CPC allows you the opportunity to increase profits and remain in control.

Sure, Conversion Optimizer may allow the potential for greater profits. However, Conversion Optimizer lacks the safety features of Enhanced CPC. With Enhanced CPC, Google allows you to retain a control group. As a result, you will see a neutral or positive impact in the end.

Compatibility

Unlike Conversion Optimizer, Enhanced CPC is compatible with advanced settings such as ad scheduling and position preference. Not only does Enhanced CPC work with advanced settings, but with third party bidding automation systems as well.

No Eligibility Requirement

If Enhanced CPC sounds like something you would like to try, feel free to start today. Conversion Optimizer requires 15 conversions in the past 30 days in order to qualify while Enhanced CPC allows you to try it out regardless of your current performance.

So how do you get started? It’s simple. Before you start make sure that conversion tracking is enabled. In the bidding and budget section of your campaign settings, select the checkbox next to the Enhanced CPC option. Hit Save and you are ready to go.

If Conversion Optimizer is currently working well for you, most likely you’ll be better off sticking to it. However, for those of us who are unsatisfied with Conversion Optimizer, Enhanced CPC may be the perfect fit. After all, what harm can it do? If all goes well it may bring us one step closer to balancing out that teeter-totter.

About Amanda Jerele

Amanda is a Senior Account Executive at Fathom. She is a graduate of The Ohio State University Fisher College of Business and has been with Fathom since 2010. She works primarily in the education industry and specializes in developing and executing digital marketing strategies to aid partners in driving new leads and enrollments. Her specialties include online advertising, search engine optimization, conversation optimization, email marketing, marketing automation and analytics. She is certified in Google Analytics, Google AdWords and Microsoft Bing.

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