Google AdWords launches a new automated bidding feature Enhanced CPC that allows marketers to maximise conversions. Switching on to the Enhanced CPC option, Google automatically raise the bid of the dealers keyword which in turn leads to improved conversions. Google says this should lead to more conversions while reducing the overall CPA. The feature can be found in the `Bidding and Budgeting` section of the settings tab. Lisa Coffey, product marketing manager said, "Advertisers set their bids, and our system simply enhances them by either raising or lowering their bid for each auction depending on the likelihood of a conversion."
Marketers Gain:
This process is designed to help marketers to increase ROI and improve bid management on AdWords. Enhanced CPC adjust bids based on how well a search or display network partner site in the Google Network has converted in the past. Also when users search for variations of these terms, it helps to recognise words within key-phrases and adjust bid accordingly. Depending on user factors such as location, language settings, browser and operating systems it analyses on likelihood of conversions.
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