Enhanced CPC

Hello Aiden,

Thank you for using our Microsoft Advertising Community Forum! 

It seems that you want to know why your CPC while using the Enhanced CPC bid strategy, had increased. The main thing to consider about Enhanced CPC bid strategy, is that it automatically adjusts your bids in real time to increase the chances of a conversion. The bid will go higher on searches that are more likely to convert, and lower on searches that are less likely to convert. You should remember to set the bid based on what you would like to pay for on average. These bids do not represent the maximum cost you’re prepared to pay but instead, the average cost you would like to pay. Therefore, with ECPC, you can set a base bid. While certain clicks might have higher CPC than the base bid, Microsoft Advertising will ensure that the average CPC honours the base bid target.

Enhanced CPC is available for search ad campaigns worldwide and for shopping campaigns wherever they are available. Enhanced cost per click (CPC) is the default bid strategy setting when you create a new campaign. With Enhanced CPC, you set your ad group and keyword bids, and Microsoft Advertising automatically adjusts your bids in real time to increase your chances for a conversion. Your bid will go higher on searches that are more likely to convert and lower on searches less likely to convert (up or down, this change will be made after we apply any bid adjustments you have set). Over the long haul, though, we will try to make sure that your average CPC is not higher than your bid. If you haven't optimized your campaign yet, Enhanced CPC should reduce your cost per conversion and increase your total conversion count while respecting your current budget.

For further information on Enhanced CPC as well as other bid strategies, please refer to the extensive help page below:

Let Microsoft Advertising manage your bids with bid strategies

Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page to reach out! 

I hope the information provided here was of some use to you in answering your query. If you have any additional questions please do not hesitate to reach out to our support. I have also sent you a private message asking for further details regarding your query. You are more than welcome to respond to me so that I can begin the investigation on my end. I will be happy to help when possible.

Kind regards, 

Vahid | Microsoft Advertising Support Specialist | 800-518-5689