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What signals did ECPC take into consideration on Google Shopping campaigns?
Long story short, ECPC was always the best strategy for our e-commerce business and resulted in the most consistent results.
With Google removing ECPC we are now going to have to stick with manual. So, we are trying to figure out a way to mimic ECPC as closely as possible with our own manual adjustments.
What sort of signals did Google use to determine whether to bid upwards or downwards?
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1 Reply
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User search, device, location, past searches/browser history…ect. How many conversions are you getting each month? For most of our clients, tROAS produces the most consistent results.
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If you like the automation of ecpc just wait til you hear about target roas!
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ECPC optimizes bids for conversions while adhering to your max CPC bid on average. This means it considers the query, device, location, time, and thousands of other signals to set the bid at auction time. Note that it optimizes for conversion quantity, not conversion value. So if you have products with significantly different price points, you need to account for that with each bid.
Manual bidding on shopping campaigns is probably not going to work very well since you’re effectively bidding the same amount for every user/query.
I would switch to tROAS which will automatically bid based on the potential return on a given product. And this will consider all of the things ECPC does.
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