Google Ads sets auto-optimized CPC for Shopping campaigns and relies on Performance Max and AI updates
08/15/2023 | By: FDS
Google Ads will stop using auto-optimized cost-per-click (ECPC) for Shopping campaigns in October 2023. Advertisers will be able to use alternative formats like Performance Max instead, with Google hinting at upcoming AI updates for Shopping. ECPC was introduced about ten years ago, but due to more efficient bidding strategies, this option is no longer supported. Shopping campaigns using ECPC will behave similarly to manual CPC campaigns starting in October. Google recommends advertisers to use other bidding strategies like target ROAS, "maximize conversions" and "maximize conversion value". Performance Max campaigns will receive personalized recommendations and AI-generated content in the future thanks to Gen AI features.