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Enhanced CPC versus Conversion Optimizer

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# 1
Follower ✭ ☆ ☆

Hi All,

 

is there some general guidance on choosing between Enhanced CPC versus Conversion Optimizer ?

 

I've searched the web for best practices but could not find a definitive answer, of method to find the answer for my specific situation.

 

Where can i find some guidance?

 

thanks again!

2 Expert replyverified_user

Re: Enhanced CPC versus Conversion Optimizer

Top Contributor
# 2
Top Contributor
Hi Nils,

Here is the conversation on same topic in the community! Please go through this and let us know if you have more queries, doubts etc.

https://www.en.adwords-community.com/t5/Advanced-Features/ECPC-vs-CPA-your-views/m-p/435250/highligh...

Thanks
Neha
Neha Gupta, AdWordsTop Contributor Follow Me: My Blog | Twitter | Google+ | LinkedIn
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Re: Enhanced CPC versus Conversion Optimizer

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# 3
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thanks Neha, i've read the conversation.

Similar to most of the content i've found elsewhere on the web, the answer is helpful, but sort of limited to "it depends" on the specifics of your account .

I'ld like to read more about the factors on which it depends (next to the number of conversions and the amount of control i'ld liek to give away to Google) so i can gain a better understanding.

Not sure if this knowledge is available, but worth a try?

Re: Enhanced CPC versus Conversion Optimizer

Top Contributor
# 4
Top Contributor
Hi, Nils.

Is there any reason why you've narrowed it down to ECPC and CPA (CO)? Here's a list of all possibilities, in case you haven't seen it already:

https://support.google.com/adwords/answer/2979071?hl=en

I for one tend to go either for manual CPC bidding (though it gets more and more difficult to apply the more accounts you manage) or target ROAS.

Why target ROAS and not ECPC or CPA? Because my average order values can go from a few EUR or USD to over 20k. So I'm not happy neither with ECPC's tendency to focus on converted clicks nor with a fixed CPA per conversion.

But if, at the end of the month, I can say I spent 10k and got 100k in revenue (ROAS = 10), regardless of the number of conversions or cost per acquisition.
Calin Sandici, AdWords Top Contributor | Find me on: Google+ | Twitter | LinkedIn | myBlog
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