[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fenhanced-cpc-changes-affect-performance":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":22,"head_links":333,"breadcrumbs":334,"reading_minutes":146,"category":342,"head":344},"2017-05-26T13:32:00",{"rendered":6},"\n\u003Cp>Google \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fgoogleadsdeveloper.blogspot.co.uk\u002F2017\u002F05\u002Fadwords-improvements-for-enhanced-cpc.html\">recently announced\u003C\u002Fa> a big change to their enhanced CPC bidding system – the gradual removal of the +30% cap on maximum bids. So how will this affect your business and what should you expect to see change in your Adwords performance?\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fs3-eu-west-1.amazonaws.com\u002Fimpression.co.uk-uploads\u002F2017\u002F05\u002FScreen-Shot-2017-05-26-at-10.35.41-300x167.png\" alt=\"\" class=\"wp-image-6817\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"what-is-changing\">\u003Cstrong>What is changing?\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>At the moment, Adwords can adjust bid prices by anything from -100% to +30%. However, from early June 2017 the +30% cap will be removed to allow Adwords to push harder for ad placements which have a higher likelihood of conversion (and to push less on those with a lower likelihood). This means that it will have the power to bid more exclusively for more qualified traffic, with the aim of gaining more conversions while maintaining the same CPA as with manual bidding.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"how-will-your-adwords-performance-change\">\u003Cstrong>How will your Adwords performance change?\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>The biggest change you should expect to see will be your average CPC. The removal of the +30% cap indicates that Google will opt for more aggressive bidding where possible, therefore an increase in average CPC is likely. However, Google have stated that they will maintain the average CPC below the bid price you set, so you will still be in control of the overall spend. If Google uses its new strategy effectively, this change should lead to a higher conversion rate while still maintaining your CPA!   \u003C\u002Fp>\n\n\n\n\u003Cp>Google have also stated that the changes will eliminate the need for several bid adjustments (e.g. RLSA, location and time). However, they still recommends using device bid adjustments as this will not be taken into account by the changes.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"what-should-stay-the-same\">\u003Cstrong>What should stay the same?\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>In addition to your CPA staying the same, this change will not affect your set max. CPC bid. Although Google might adjust your actual bid during the Adwords auction, this won’t change the bid you set in Adwords. You can still make performance-based bid adjustments as usual, and Google should keep your average CPC below your maximum bid.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"how-can-this-change-work-for-your-business\">\u003Cstrong>How can this change work for your business?\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Google recommends that (particularly during the changeover period) performance and bid adjustments should be monitored closely. Additional adjustments to your bids may be necessary during this time. Although the changeover period may present some initial challenges, overall the change should be a positive one and one which improves your long-term Adwords performance.\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],135,[15,16,17,18,19,20,21],"post-9134","post","type-post","status-publish","format-standard","hentry","category-ppc",{"page_content_modules":23,"hero":142},[24,90],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"Enhanced CPC: Recent changes and how they could affect your Adwords performance",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[105,108,111],{"name":106,"image":107},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":109,"image":110},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":112,"image":113},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":130},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. 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Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[138,140],{"name":139,"image":35},"Harry Clements",{"name":128,"image":129},{"to":115,"name":116},{"type":143,"style":144,"heading":27,"date":4,"updatedAt":145,"reading_minutes":146,"image":33,"imageAlt":27,"categories":147,"collections":332},"blog-post","light","2022-02-07T16:48:37",2,[148],{"id":10,"count":149,"description":150,"link":115,"name":116,"slug":151,"taxonomy":152,"parent":41,"meta":153,"acf":154,"head_links":155,"resource_count":156,"yoast_title":157,"yoast_meta":158,"yoast_json_ld":202,"_links":300,"path":115},272,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[159,161,164,167,170,173,176,178,180,182,185,188,191,194,196,199],{"property":160,"content":157},"title",{"property":162,"content":163},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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