Apple is removing the CPA cap option in search campaigns, meaning advertisers can no longer set caps for specific ad groups. Instead, they must use the Maximize Conversions campaign type, where the main control left is adding negative keywords. This change reflects Apple's move toward full automation, reducing advertisers' freedom and control, similar to trends seen with other major platforms.
Key Changes
- CPA cap will no longer be supported in new or existing search campaigns.
- Advertisers are encouraged to switch to target CPA within the Maximize Conversions bid strategy.
- Unlike CPA cap, which acted as a strict ceiling per search query, target CPA is used by Apple's system to optimize bids aiming for an average cost per install.
- Apple will notify users before the discontinuation date.
- Switching early to Maximize Conversions can help reduce disruptions during the transition.
This shift emphasizes automation over manual control in campaign management.
