What is the difference between CPC and Enhanced CPC?

The difference between CPC (Cost-Per-Click) and Enhanced CPC (ECPC) lies in how Google Ads manages your bids and optimizes your ads to maximize performance. Here's a breakdown:

1. CPC (Cost-Per-Click):
Manual Bidding: With regular CPC, you set the maximum amount you're willing to pay for each click on your ad. You have full control over your bid amounts, but Google doesn't automatically adjust them.

No Optimization: It's a straightforward bidding strategy where your bid is the maximum you are willing to pay for each click.

Risk: You may overpay for some clicks, or miss opportunities for lower-cost clicks, as Google doesn't make adjustments based on user behavior.

2. Enhanced CPC (ECPC):
Bid Adjustment: ECPC is an automated bidding strategy that adjusts your manual CPC bids based on the likelihood of a conversion. It helps you maximize your conversion rate without fully shifting to automated bidding.

Automatic Adjustments: Google Ads automatically increases or decreases your manual bid in real-time based on factors like the user's device, location, time of day, and more, to improve your chances of getting a conversion.

Conversion Focused: ECPC is designed to optimize bids for conversions (or sales), even though you still have manual control over your bid settings.

In Short:
CPC: You set your bid, and it doesn't change based on user behavior.

ECPC: Google adjusts your bid to maximize the likelihood of a conversion, based on signals it detects in real time.

In summary, ECPC offers a more flexible approach, leveraging Google's algorithms to optimize your bids for better conversion outcomes.