Google is notifying advertisers by email that is retiring Enhanced CPC (eCPC), leaving advertisers with just two options: manual CPC or smart bidding.
This change impacts both Search and Display campaigns as Google prioritizes refining its automated bidding strategies.
What’s the timeline?
- The transition will start in October 2024, when eCPC will disappear from the bidding options.
- Existing campaigns already using eCPC will be able to use it until March 2025.
- Starting March 2025, all existing Search and Display campaigns will be migrated to Manual CPC bidding.
- From March 25, 2025, the Enhanced CPC bidding strategy will no longer be supported.
Manual CPC bidding remains available for those seeking control, while smart bidding options such as Maximize Clicks or Maximize Conversion Value offer automated approach.
Reminder: Enhanced CPC for Shopping campaigns was already deprecated in October 2023.
