ECPC is changing to help you increase conversions. Previously, ECPC would raise your max CPC bid by up to 30% in cases where you’re more likely to get a conversion. We’re now removing the 30% bid cap to fully account for differences in conversion rates across dimensions like audience and location. This means you generally won’t have to set bid adjustments when using ECPC. You may still want to set a bid adjustment for mobile, as ECPC doesn’t adjust for the difference in conversion rates between mobile and other devices.
ECPC will still respect your manual bid by trying to keep your average CPC below your max CPC over time. For Search and Display campaigns, ECPC will help increase conversions while keeping your cost-per-conversion the same. For Shopping, ECPC will help increase conversions while maintaining your same overall spend.
These changes will begin rolling out gradually starting in early June. We recommend monitoring your performance and adjusting your bids and bid adjustments as needed.
