Enhanced CPC (ECPC)

This AdWords feature will automatically raise or lower keyword bids based on their probability of resulting in a conversion.

Definition

ECPC is an AdWords feature that will automatically raise or lower keyword bids based on their probability of resulting in a conversion. ECPC can raise your bid by up to 30% or it can lower by as much as 100%. Initially, ECPC only modifies 50% of the traffic you are buying, then it will either reduce or increase that amount based on how Google’s algorithm thinks it is performing.