A marketing manager wants to implement the enhanced cost-per-click (ECPC) bidding strategy. How might their agency describe this strategy?
- It might look at ad auctions, then raise a max cost-per-click (CPC) bid.
- It might look at a listed target return on investment (ROI), then lower a max cost-per-click (CPC) bid.
- It might look at a listed target return on investment (ROI), then raise a max cost-per-click (CPC) bid.
- It might look at ad auctions, then lower a max cost-per-click (CPC) bid.
Explanation:
When describing the enhanced cost-per-click (ECPC) bidding strategy to the marketing manager, their agency might explain it as looking at ad auctions, then raising a max cost-per-click (CPC) bid. This option is correct because ECPC is an automated bidding strategy that adjusts your manual CPC bids based on the likelihood of conversion. ECPC evaluates auction-time signals such as device, location, time of day, language, and operating system, among others, to increase the bid for clicks that are more likely to result in conversions. By raising the maximum CPC bid for these high-value clicks, ECPC aims to improve the chances of winning auctions that are likely to lead to conversions, ultimately maximizing the campaign’s overall performance and return on investment. Therefore, describing ECPC as looking at ad auctions and then raising the max CPC bid accurately reflects how the bidding strategy operates and aligns with its objectives of optimizing bids for conversion outcomes.