Google Ads will phase out the enhanced cost-per-click (eCPC) bidding option for Search and Display campaigns. Starting in October 2024, new campaigns will no longer have eCPC as an option, and by March 2025, existing eCPC campaigns will be fully transitioned to manual CPC.
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This move pushes advertisers towards fully automated bidding strategies like Maximize Conversions and Target CPA, leveraging more advanced machine learning for better performance. Advertisers are encouraged to test these strategies as Google phases out eCPC.
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