The ChatGPT Ads platform is replacing two manual caps, the maximum bid (Max Bid) and maximum CPC (Max CPC), with average cost targets that advertisers can set as part of their advertising campaign strategy. This is according to an OpenAI help document on the topic of bidding and pricing that was updated on their website Thursday.

Beginning Nov. 9, advertisers creating a conversion campaign, which they are using to hit a specific cost per conversion, get Target CPA in place of Max Bid; likewise, advertisers creating a click campaign beginning Nov. 9 also have the option to use Target CPC. Max Bid and Max CPC will no longer apply to existing campaigns from Jan. 1, 2027.

From Nov. 18, a Max Bid or Max CPC value that an API partner sends through the old fields to create a campaign or change an ad group’s bid type becomes an average target, not a maximum.

What Target CPA And Target CPC Change

OpenAI’s bidding page describes Target CPA and Target CPC as average cost goals rather than limits on each bid.…