March 2025

Big news! Google has officially retired the Enhanced CPC (ECPC) bidding model, which may impact your advertising strategy.

What was ECPC?

ECPC helped boost conversions by automatically adjusting manual bids while keeping your average CPC below the max CPC you set. In Google Hotel Ads, it optimized conversions while maintaining a cost-per-conversion close to manual bidding levels.

What does this mean for you?

On March 27, 2025, all ECPC bidding options will be removed from the Cendyn Digital Marketing Platform (DMP). Don't worry—your campaigns will continue running with the same bid.

What should you do?

To keep your campaigns performing at their best, we highly recommend adjusting your CPC bids in the Cendyn DMP to align with your goals. 

Need extra assistance?

If you have questions, or need help setting up your new bidding strategy, our Support team is here to assist. Let’s keep your success on Google Hotel Ads going strong!