How does the enhanced cost-per-click (ECPC) bidding strategy work?

ECPC is a Smart Bidding strategy that helps you get more conversions by automatically adjusting your manual bids in real time. It works by analyzing various auction-time signals (like device, location, time of day, and other factors) to identify auctions that are more likely to lead to a conversion. If an auction is deemed more likely to convert, ECPC will slightly raise your bid (up to a maximum of +30% by default, though it can go higher), aiming to secure that conversion. Conversely, if an auction is less likely to convert, ECPC will lower your bid. The incorrect options either misrepresent ECPC's core function of raising bids for higher conversion probability or incorrectly link it to a target ROI, which is characteristic of Target ROAS bidding, not ECPC.