Google’s bidding enhancement, enhanced cost-per-click (eCPC), supports their Google Hotel Ads ecosystem.
NB: This is an article from Koddi
Google defines eCPC as a bid setting that is designed to increase return on ad spend (ROAS) by automatically adjusting the manual CPC bid.
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This feature allows for auction-time adjustments to the bid (either an increase or decrease) based on Google’s proprietary insights on a user’s propensity to book. These types of bid adjustments are dissimilar from typical multipliers in that they are not accessible via the API or the Google Ads UI.
How Does eCPC Work?
Enhanced CPC is assigned at the campaign level. Google then takes the effective bid that an advertiser has given and adjusts it based on how likely the user is to book. The advertiser still has complete control over the base bid and the entire repertoire of bid multipliers (stay length, device, user country, etc).
What Are the Results?
In our initial tests, we’ve found that eCPC bidding improved ROAS by as much as 66% for our clients by lowering costs and slightly increasing bookings. Koddi helped select clients increase bookings by up to 12%, while reducing CPC by up to 34% with enhanced CPC bidding.
What Does This Mean for Hoteliers?
Hoteliers can leverage eCPC in combination with Koddi’s algorithms to improve: campaign efficiency (measured by ROAS), lead value generation (measured by CVR), or booking volume. This technology combines Koddi’s best-in-class insights into historic performance and makes real-time auction adjustments to ensure the appropriate bid is set at all times.
How Do I Get Started?
Before you can begin using enhanced CPC, you must have Google conversion tracking enabled. Then you can select enhanced CPC as a bid strategy when you create a hotel campaign. See more details here.