Google Ads Shopping Campaign Enhanced CPC Deprecation

Starting in early October 2023, any Shopping campaigns using Enhanced cost-per-click (eCPC) will behave as if they are using Manual cost-per-click (CPC) bidding.

Enhanced CPC was the first Smart Bidding strategy launched by Google over 10 years ago. It has been replaced by more advanced bidding strategies such as Target ROAS and Maximize conversion value, as well as fully automated campaigns like Performance Max.

What happens if I change nothing?

If you choose to not make changes to your campaign by October 2023, it will operate as if it's using Manual CPC bidding. All your existing campaigns using eCPC will continue serving using the manual bids that you set. If you set ManualCpc.enhanced_cpc_enabled to true in a Shopping campaign, the API ignores the setting and the campaign will only use Manual CPC bidding.

What should I change?

If you want to continue to use Manual CPC, remove any code that sets ManualCpc.enhanced_cpc_enabled to true for Shopping campaigns. We recommend these alternatives to Manual CPC:

Where can I get support?

If you have questions, please reach out to us on the forum or at [email protected].