New bidding options, more precise geographic targeting and greater flexibility for product feed advertising.
ChatGPT Ads is expanding the controls available to advertisers, with changes to automated bidding, cost targets, geographic targeting and product selection.
The updates give performance marketers more flexibility in managing campaign costs and allow retail advertisers to refine where their product ads appear and which products are included.
There is also an important change coming to existing bidding options from 1 January 2027.
1. Target CPA and Target CPC Bidding
Two bidding options are being introduced in ChatGPT Ads Manager for new campaigns.
Target CPA (Cost Per Acquisition)
Advertisers can set an average amount they want to pay for a conversion, such as a purchase or lead.
For example, an advertiser targeting a €20 CPA can communicate that cost objective to the bidding system.
ChatGPT Ads then automatically adjusts bids and ad delivery towards achieving the target.
Target CPC (Cost Per Click)
Advertisers can also set an average amount they want to pay for an advertising click.
For example, an advertiser targeting a €1 CPC can use that amount as a cost objective while the system manages bidding and delivery.
In both cases, advertisers define the target, while the platform automatically manages individual bids.
These are average cost targets, not fixed prices. Actual CPA and CPC can be higher or lower than the selected targets.
2. Maximize Results Becomes Intelligent Bidding
The existing Maximize Results (Autobid) strategy is being renamed Intelligent Bidding.
This is a naming change rather than a change to the underlying bidding approach.
The system continues to automatically adjust bids and delivery to pursue the advertiser's desired business outcome within the available campaign budget.
For advertisers already familiar with Maximize Results, the core optimization approach remains the same.
3. Changes to Existing Bidding Options in January 2027
Two existing bidding options are scheduled to be retired on 1 January 2027.
| Existing option | Replacement |
|---|---|
| Max Bid | Target CPA |
| Max CPC | Target CPC |
The new Target CPA and Target CPC options are available for new campaigns.
The retirement announcement applies to existing campaigns, but details about how those settings will be migrated have not been specified.
This is an important distinction for advertisers managing campaigns that currently use Max Bid or Max CPC.
4. More Precise Geographic Targeting for Product Feed Campaigns
ChatGPT Ads is also expanding geographic targeting for product feed campaigns.
Advertisers can now select specific regions or markets within a country rather than relying only on broader country-level targeting.
Consider a retailer that serves customers in only three regions.
Instead of targeting an entire country, the advertiser can focus product advertising on the markets where the business actually operates.
This provides more flexibility for retailers whose product availability or service coverage varies by location.
The practical benefit is greater control over where product feed advertising is delivered.
5. More Flexible Product Set Filters
Retail advertisers are also gaining additional flexibility when defining product sets in Ads Manager.
The platform now supports combining multiple conditions on the same product field.
This allows advertisers to refine which products are eligible to appear within a particular ad group.
For businesses managing large product catalogues, more precise filtering can help organize product advertising around relevant inventory.
The change provides additional control over product selection without changing the underlying product catalogue.
6. What These Changes Mean for Advertisers
The updates affect three important areas of campaign management.
Bidding and Cost Management
Target CPA and Target CPC introduce average cost objectives while retaining automated bid management.
Advertisers can communicate their acquisition or click cost targets without manually setting individual auction bids.
Geographic Control
More granular location targeting allows retail advertisers to focus product feed campaigns on the regions and markets they serve.
Product Selection
More flexible product set filters allow advertisers to refine which products are included within ad groups.
Together, these changes give advertisers more control over campaign settings while leaving bid adjustments and delivery decisions to the platform's automated systems.
However, the introduction of additional controls does not establish that campaigns will automatically achieve lower costs or higher conversion volumes.
Actual performance will depend on campaign results.
7. Final Perspective
The changes to ChatGPT Ads bring more flexibility to campaign management, particularly for performance marketers and retail advertisers.
Target CPA and Target CPC allow advertisers to define average cost objectives, while Intelligent Bidding continues the existing automated optimization approach under a new name.
More precise geographic targeting and product set filters provide additional control over product feed advertising.
The retirement of Max Bid and Max CPC on 1 January 2027 is also an important change for advertisers using those options.
The main development is straightforward: advertisers have more ways to define their campaign objectives and product advertising requirements, while ChatGPT Ads continues to manage bidding and delivery automatically.
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