Google Ads has introduced Target Cost Per Click (tCPC) bidding for Demand Gen campaigns, aiming to allow advertisers to maximise clicks while maintaining control over their average CPC.
It works by advertisers setting a Target CPC, defining the average amount they are willing to pay per click. Google’s machine learning then dynamically adjusts bids based on a variety of factors such as device, browser, location and time of day. Cost of clicks will vary but the system aims to maintain the average CPC set by the advertiser.
Unlike Target CPA bidding, which focuses on post click actions, tCPC prioritises click volume. Thus being an ideal option for campaigns aiming to drive traffic rather than conversions. Advertisers are able to automate bidding while keeping costs predictable.
