EnhancedCpcBiddingScheme Data Object - Campaign Management

Defines an object that represents the enhanced CPC bid strategy type.

With the EnhancedCpc (enhanced cost per click) bid strategy, you set your ad group and keyword bids, and Microsoft Advertising will automatically adjust your bids in real time to increase your chances for a conversion. Your bid will go higher on searches that are more likely to convert and lower on searches less likely to convert (up or down, this change will be made after we apply any bid adjustments you have set). Over the long haul, though, we will try to make sure that your average CPC is not higher than your bid. If you haven't optimized your campaign yet, Enhanced CPC should reduce your cost per conversion and increase your total conversion count while respecting your current budget.

Differing from the MaxClicks, MaxConversions, and TargetCpa bid strategies, with the EnhancedCpc bid strategy, Microsoft Advertising will not actually change your stored ad group or keyword bid settings. You can continue to set new bids, and we will use the new values as a starting point next opportunity.

Tip

For a new campaign we recommend that you start with EnhancedCpc and then when the campaign has enough conversion history, you can update it to use either the MaxConversions or TargetCpa bid strategy.

Note

The EnhancedCpc bid strategy is available only for Dynamic Search Ads, Search, and Shopping campaigns.

The EnhancedCpc bid strategy is available to all advertisers worldwide for Dynamic Search Ads and Search campaigns. Note that we will only "enhance" your bids when your ads serve in the following countries/regions: Australia, Canada, France, Germany, India, Italy, Netherlands, Spain, Sweden, Switzerland, United Kingdom, and United States. When your ads serve outside of these countries/regions, your manual bids are unaffected.

For Microsoft Shopping Campaigns, Enhanced CPC is available only to advertisers in France, Germany, United Kingdom, and United States.

Also note that you must have conversion tracking (a UET tag and a conversion goal) set up for the EnhancedCpc, MaxConversions, and TargetCpa bid strategy types to work. See Universal Event Tracking for more information.

Syntax

<xs:complexType name="EnhancedCpcBiddingScheme" xmlns:xs="http://www.w3.org/2001/XMLSchema">
  <xs:complexContent mixed="false">
    <xs:extension base="tns:BiddingScheme">
      <xs:sequence />
    </xs:extension>
  </xs:complexContent>
</xs:complexType>

Elements

The EnhancedCpcBiddingScheme object has Inherited Elements.

Inherited Elements

Inherited Elements from BiddingScheme

The EnhancedCpcBiddingScheme object derives from the BiddingScheme object, and inherits the following elements. The descriptions below are specific to EnhancedCpcBiddingScheme, and might not apply to other objects that inherit the same elements from the BiddingScheme object.

Element Description Data Type
Type The type of the bidding scheme. This value is EnhancedCpcBiddingScheme when you retrieve an enhanced CPC bidding scheme. For more information about bidding scheme types, see the BiddingScheme Data Object Remarks.

Add: Read-only
Update: Read-only
string

Requirements

Service: CampaignManagementService.svc v12
Namespace: https://bingads.microsoft.com/CampaignManagement/v12