How does Maximize Results differ from fixed bidding in ChatGPT ads?

Definition: Maximize Results is OpenAI's name for the maximize_clicks and maximize_conversions bid strategies. OpenAI adjusts bids toward the selected campaign outcome, while fixed bidding uses the advertiser's explicit max_bid_micros value on the ad group.

Key facts

• OpenAI's bidding documentation defines Maximize Results as the maximize_clicks and maximize_conversions strategies.
• Fixed bidding lets you set and adjust the bid yourself, with a daily or lifetime campaign budget.
• Maximize Results uses a daily campaign budget and omits max_bid_micros.
• Maximize clicks pairs with a clicks campaign objective. Maximize conversions pairs with a conversions objective and the campaign's selected conversion event.
• Audience bid multipliers are documented for fixed_bid only.

What does each strategy control?

OpenAI separates the campaign objective from the ad-group bid strategy. The campaign objective determines the outcome to optimize for, while the ad group holds the billing event and bid strategy. The bidding and budget guide lists fixed bidding for impressions, clicks, and conversions, with daily or lifetime budgets. It lists Maximize clicks for clicks and Maximize conversions for conversions, with daily budgets.

The distinction is therefore about who supplies the bid and how the campaign objective is matched. With fixed_bid, you provide the amount. With Maximize Results, OpenAI adjusts bids toward clicks or conversions using the daily campaign budget. Both Maximize Results strategies use billing_event_type: "click".

Where are the settings configured?

The campaign carries bidding_type and its budget. The ad group carries bidding_config, which contains the billing event and strategy. OpenAI's campaign management documentation describes ad groups as applying a shared bid configuration to a group of ads and states that fixed bidding requires max_bid_micros while Maximize Results requires omitting it.

A fixed click-bidding configuration supplies the amount directly:

{
  "billing_event_type": "click",
  "strategy": "fixed_bid",
  "max_bid_micros": 2000000
}

The corresponding Maximize clicks configuration leaves out the bid amount:

{
  "billing_event_type": "click",
  "strategy": "maximize_clicks"
}

The max_bid_micros field uses the account currency's micros scale. OpenAI states that one major currency unit equals 1000000 micros, and that a bid amount is sent as an integer.

Which campaign should you choose?

Choose a clicks campaign for maximize_clicks. Choose a conversions campaign for maximize_conversions. For a conversion objective, OpenAI requires one active standard conversion event setting from the same ad account, and custom events cannot be optimization goals. Conversion campaigns bill for valid clicks.

Choose fixed bidding when the ad group needs an explicit bid amount or when the campaign uses an impression objective. The bidding guide pairs impressions with the impression billing event and fixed_bid; it pairs clicks and conversions with click billing for both fixed and Maximize Results configurations. Audience bid multipliers are available with fixed bidding.

How can you switch strategies?

Update the ad group's bidding_config and keep it compatible with the parent campaign's objective and budget. The documented change from fixed bidding to Maximize clicks uses strategy: "maximize_clicks", keeps click billing, and clears audience bid multipliers. The change back to fixed bidding supplies strategy: "fixed_bid" and a new max_bid_micros value.

If the campaign has a lifetime budget, switch it to a daily budget before changing the ad group to Maximize Results. The campaign keeps its existing objective and, for a conversion campaign, its selected conversion event. Create a new campaign to change either one.

Related terms

• Ads in ChatGPT
• How do daily and lifetime budgets work for ChatGPT campaigns?
• What must be configured before using conversion bidding in ChatGPT ads?

FAQ

Does Maximize Results use a bid amount?

The ad-group request omits max_bid_micros. The campaign budget remains the spending control, and OpenAI adjusts bids toward clicks or conversions.

Can Maximize Results use a lifetime budget?

OpenAI documents a daily campaign budget for Maximize Results. A lifetime-budget campaign must be changed to a daily budget before the ad group switches to that strategy.

Can fixed bidding optimize for conversions?

Yes. The documented combinations include a conversions campaign with click billing and fixed_bid. A conversion campaign uses its selected conversion event as the action to optimize for.

Sources

1. OpenAI Developers, "Bidding & Budgets", undated
2. OpenAI Developers, "Campaign Management", undated

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