If a search term is highly likely to lead to a conversion, Enhanced CPC will bid up to 30 per cent above the maximum CPC. On the other hand, if the adjusted bidding price is harming your campaign performance, Enhanced CPC will automatically trim down its impact.

Dan Friedman from the Inside AdWords Crew said you should receive more conversions while maintaining or reducing your overall CPA and hopefully spend less time managing your max CPC bids. Sure, sounds good to me!

Google has outlined three ways Enhanced CPC is able to help:

• Adjust your bid depending on how well a particular search or display network partner site in the Google network has converted for you in the past


• Recognize when specific words within a keyword (e.g. kits) convert well and adjust your bid when users search on variations of these terms (e.g. model airplane kits for children)


• Detect attributes such as the users location, language settings, browser, and operating system and analyze how these attributes may impact the likelihood of your ad converting

Of course there is a video to accompany this features launch. So, here it is:

The tool certainly looks very promising but I wonder how many advertisers will be willing to hand over control to Google?