Apr 07, 2021 - 11:59 AM
If your goal is sales, for a brand new campaign you should either use "Maximize Conversions" or "Manual CPC". Enhanced CPC is only useful after you have 30 conversion events (sales).
According to Google, rather than use the same maximum bid for each click, it will sometimes bid higher if the algorithm determines that a particular click has a high probability of resulting in a sale.
I recommend you target really well and then use Manual CPC. Once you have 30 sales then switch to Enhanced CPC or Maximize conversions. Create two identical campaigns with the only difference being the two settings, and then see which results in a lower cost per sale aka CPA (Cost Per Action).
The problem with using Maximize Conversions initially is that it will be really wasteful and you end paying $4 per click when you could easily get those clicks for $1 or less. This has been my experience with Google's algorithm.
Facebook's on the other hand is quite respectable right out of the gate and then improves significantly after about 30 to 50 sales.