- ECPC first looks at ad auctions, before lowering a max cost-per-click (CPC) bid.
- ECPC first looks at a listed target return on investment (ROI), before lowering a max cost-per-click (CPC) bid.
- ECPC first looks at a listed target return on investment (ROI), before raising a max cost-per-click (CPC) bid.
- ECPC first looks at ad auctions, before raising a max cost-per-click (CPC) bid.
The Correct Answer is: ECPC first looks at ad auctions, before raising a max cost-per-click (CPC) bid.
Explanation: The Enhanced Cost-Per-Click (ECPC) bidding strategy can be characterized as a savvy system that aims to enhance conversions from manual bidding. It automatically adjusts your bids for clicks that appear more or less likely to result in a sale or conversion. Specifically, the eCPC strategy scrutinizes ad auctions and heightens your maximum CPC bid to compete more intensely for those clicks deemed more likely to convert. Though it’s a form of Smart Bidding, it doesn’t fully utilize all auction-time signals, unlike Target CPA or Target ROAS.
Read more here: https://support.google.com/google-ads/answer/2464964