ECPC stands for Enhanced Cost Per Click. It is an automatic bidding strategy.
ECPC works in much the same way as manual bidding, however, your bids are automatically adjusted (raised or lowered) to compete more or less vigorously when a click seems more likely (based on historical data) to lead to a conversion on your website.
ECPC uses your Maximum CPC bid to target for conversions – making it easier to get the most out of your ad budget.
Conversion tracking needs to be enabled and existing account data needs to be present in order for ECPC to be selected.
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