‘5 Ways You Pay More for Google Clicks’ – ‘Mashable’

Kevin Lee says, “The transition to Google Enhanced Campaigns — where you’ll be bidding for tablet clicks combined with desktop/laptop clicks — will result in inflationary trends in billed CPCs for many advertisers. However, the advent of Enhanced Campaigns is just one of five reasons you might be paying more for clicks than you could otherwise be paying.

1. Enhanced Campaigns’ Influence on CPC Inflation

The strategic decision as to whether or not to accept a blended average conversion rate and/or influence/micro-conversions across the mixed stream of clicks as your basis for bids will often have to do with the elasticity of the marketplace”.