The enhanced cost per click setting is an optional feature that can help advertisers receive more value from their budget. Enhanced cost per click bidding raises an advertisements bid by up to 30% (after applying existing bid adjustments) or lowers it by as much as 100% each time an ad is eligible to appear, based on how likely the click is to lead to a conversion. The enhanced cost per click option is able to help advertisers reach more conversions while maintaining or even reducing the cost per conversion.