Google Ads is set to retire its long-standing Enhanced Cost-Per-Click (e CPC) bidding strategy, prompting advertisers to prepare for a shift towards manual CPC or AI-driven alternatives. The phase-out, which will begin in October 2024, signals a change in how advertisers manage their search and display ad campaigns.
Key Dates and Changes
Starting in October 2024, new search and display ad campaigns will no longer have the option to select Enhanced CPC as a bidding strategy. However, existing campaigns utilizing Enhanced CPC will remain unaffected until March 2025. By this date, all remaining campaigns will be automatically transitioned to manual CPC, or advertisers can choose to explore Google’s newer, AI-powered bidding strategies, such as Maximize Conversions or Maximize Conversion Value.
For those managing display campaigns with Maximize Clicks alongside Enhanced CPC, there’s no immediate need. These campaigns will transition smoothly to the Maximize Clicks strategy in March 2025.
Why Google Is Making the Change
Enhanced CPC, introduced over a decade ago, was one of Google’s earliest ventures into bidding. However, the landscape has shifted towards more sophisticated machine learning-driven options. Google now offers advanced bidding tools like Maximize Conversions (with an optional target CPA) and Maximize Conversion Value, which the company claims can deliver better results.
In a statement to affected advertisers, Google explained, “Our newer strategies offer the potential for superior outcomes. As we evolve, search and display campaigns will phase out Enhanced CPC in favor of more advanced options.”
What Advertisers Need to Know
This move is part of Google’s broader push towards AI-powered solutions in digital advertising. Advertisers who have relied on Enhanced CPC will need to reassess their strategies and embrace newer bidding methods. While this transition may pose some initial challenges, it could even lead to enhanced campaign performance and efficiency, offering more control over bidding.
As the deadline approaches, businesses must start evaluating their campaigns now, ensuring a smooth transition and optimizing for future success.
Don’t let this shift catch you off guard! Start exploring Google’s AI-driven bidding strategies now. Follow DigiMedia for expert tips on adapting your campaigns for 2025 and beyond.