AdWords offers many different bidding strategies for advertisers to use to achieve their goals – whether they choose to bid for a target location on the SERP, a target CPA, or prefer to pay for views of their video or display ads. But most advertisers rely on cost-per-click (CPC) bidding to hit their goals, so much so that we often refer to AdWords as a PPC, or pay-per-click, platform. However, as advertisers’ accounts grow in size and complexity, it can be difficult to manage an ever-growing list of keywords, audiences, demographics, and bid adjustments in our campaigns. In 2010, Google introduced enhanced CPC (eCPC) bidding to ease some of the burden for busy advertisers, which allowed Google to dynamically adjust your bid within 30% if it believed a search was more likely to result in a conversion. Since then, eCPC bidding became the default bidding strategy for new campaigns, giving Google some level of control over many advertisers’ bids. Get the full story at WordStream