Search Engine Journal reports that the ChatGPT Ads platform is replacing manual maximum bids with average cost targets for advertising campaigns. The update introduces Target CPA and Target CPC options in Ads Manager, moving away from old manual caps as detailed in an OpenAI help document updated Thursday.
Key takeaways
- OpenAI is replacing Max Bid and Max CPC with Target CPA and Target CPC across campaigns.
- New conversion and click campaigns have access to the average cost targets starting Nov. 9.
- Legacy API fields will convert max values into average targets on Nov. 18 before total deprecation on Jan. 1, 2027.
- Individual auction bids may exceed or fall short of the set target while aiming for desired averages.
How does Target CPA work for advertisers?
The bidding update changes how campaign strategies operate by treating targets as average goals rather than strict limits on individual auctions. For conversion campaigns, advertisers can use Target CPA to manage spending for leads or purchases. Click campaigns can use Target CPC to gather as many clicks as possible from a budget. Search Engine Journal notes that the system may bid above or below the target in individual auctions.
OpenAI warns that setting targets below recent performance can restrict campaign delivery. Actual costs for single conversions or clicks may vary, and total spend can fall short of full budgets if targets are too restrictive. Also, billing events and bidding goals remain separate, meaning a campaign can optimize for conversions while charging per click or impression.
What changes for Target CPC and api partners?
API partners must prepare for updates to their integration fields beginning Nov. 18. According to Search Engine Journal, any legacy max bid value sent through the old fields after that date will automatically be treated as an average target rather than a maximum cap. These legacy fields will remain active until the end of December.
All old Max Bid and Max CPC settings will completely expire on Jan. 1, 2027, forcing all existing campaigns to operate under the new automated rules. OpenAI recommends that partners update their integrations well ahead of the deadline to avoid disruptions. Meanwhile, older documentation such as the max-to-results page has been renamed to Intelligent bidding.
What this means for your campaigns
Advertisers must adapt to automated bidding systems that adjust individual bids based on budgets and average costs. Because individual clicks or conversions might exceed set limits, setting realistic goals based on recent averages is essential. Teams running campaigns through API partners need to check how their tools handle bid fields after Nov. 18 to prevent legacy numbers from turning into unexpected average targets.
Frequently asked questions
Target CPA and Target CPC are replacing Max Bid and Max CPC as average cost targets for advertising campaigns.
The new target options became available in Ads Manager beginning November 9 for new conversion and click campaigns.
Legacy API fields that send a max bid value will change behavior on November 18, treating the input as an average target rather than a maximum.
Legacy Max Bid and Max CPC fields will be deprecated on January 1, 2027, ending support for those settings.
Unlike strict caps on individual bids, Target CPA and Target CPC act as average cost goals, allowing the system to bid above or below the target in single auctions.
Based on reporting by Search Engine Journal. Read the original article
