Google Ads is phasing out enhanced cost-per-click (eCPC) for new campaigns in October 2023, with all remaining eCPC campaigns transitioning to Manual CPC by March 2025. This marks a significant move towards full automation.
eCPC has allowed advertisers a gentle introduction to automated bidding, providing flexibility without fully relinquishing control to Google. As this option is phased out, advertisers need to adapt their strategies.
The changes reflect Google's continued evolution in digital advertising, pushing for more advanced automated bidding solutions like Maximize conversions and Maximize conversion value, highlighting the increasing reliance on machine learning.
Advertisers must now explore fully automated bidding strategies to optimize their campaigns effectively, as Google moves away from its older eCPC model, which was popular since its introduction in 2010.
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