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Maximise Conversions is now broadly available for App Store advertisers
Apple has made Maximise Conversions campaigns broadly available for App Store advertisers. The feature uses AI-powered tools to place optimal bids and make intelligent keyword matches at a target CPA you set.
What changed
Campaigns automatically use an auto-bidder and Search Match to prioritise keywords most likely to lead to installs. Unlike CPA cap (which will soon be unavailable), target CPA allows bids to flex in response to opportunities, potentially bidding higher on valuable search queries and lower on others while averaging your desired acquisition cost.
Key recommendations: set a daily budget that allows at least 5 conversions per day, and let campaigns run for at least 2 weeks before assessing impact. Apple notes that Maximise Conversions is designed for post-launch campaigns only, not pre-order campaigns.
Why it matters for advertisers
For you, this means transitioning from CPA cap to Maximise Conversions before Apple removes the cap option entirely.
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Maximise Conversions is now broadly available for App Store advertisers
Apple has made Maximise Conversions campaigns broadly available for App Store advertisers. The feature uses AI-powered tools to place optimal bids and make intelligent keyword matches at a target CPA you set. Campaigns automatically use an auto-bidder and Search Match to prioritise keywords most likely to lead to installs. Unlike CPA cap (which will soon be unavailable), target CPA allows bids to flex in response to opportunities, potentially bidding higher on valuable search queries and lower on others while averaging your desired acquisition cost.
Key recommendations: set a daily budget that allows at least 5 conversions per day, and let campaigns run for at least 2 weeks before assessing impact. Apple notes that Maximise Conversions is designed for post-launch campaigns only, not pre-order campaigns.
For you, this means transitioning from CPA cap to Maximise Conversions before Apple removes the cap option entirely.
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