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What is the difference between Apple Search Ads basic and advanced?

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Basic runs on a CPI model while Advanced runs on a cost-per-tap (CPT) model. If that sounds unfamiliar to you, it's just Apple's way of saying pay-per-click (PPC). So instead of setting a max CTI you would set a max CPT, which means you're no longer operating on a defaulted CPA goal for your Search Ads.

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