A new automated bidding feature has been added to AdWords, aiming to help advertisers improve their ROI on search engine marketing through automatic adjustments based on conversion tracking data.
The Enhanced CPC feature was announced this week on the Inside Adwords blog. The new feature uses the historical conversion tracking data found in a users account to automatically adjust the Max CPC bid for a campaign based on the probability of the ad resulting in a successful conversion.
“As a result, you should receive more conversion while maintaining or reducing your overall CPA and hopefully spend less time max CPC bids,” says Dan Friedman of Inside AdWords. To use the new feature, advertisers need to enable Conversion Tracking for their campaigns – something that any PPC agency active on AdWords will probably have already done.
According to Friedman, the new tool has the “unique ability to consider a number of factors when predicting the likelihood of a conversion.” The examples he gives include:
- The ability to adjust a bid depending on an advertisers conversion history with a particular search or display network partner site;
- To adjust bids when users search on variations of specific terms within a keyword that convert well for an advertiser’s campaign;
- The ability to detect attributes such as the language settings used by a user, or their browser, operating system or location and to analyse how these could impact the likelihood of a successful conversion.
However, Friedman says that advertisers should note that Enhanced CPC enabled campaigns will no longer be modified with AdWords Editor at the moment though Google is working on ensuring compatibility “in the near future.”
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