ChatGPT advertising gives businesses a new way to reach potential customers while they’re actively researching products, comparing services or looking for answers.
Rather than appearing like a traditional banner ad, ChatGPT ads are shown as clearly labelled sponsored content below a ChatGPT response. This means your business can appear alongside conversations that are relevant to what you offer.
Read on to discover how to get started.
Who can advertise on ChatGPT?
ChatGPT ads are available through OpenAI’s Ads Manager Beta. Currently, ads can be shown to eligible Free and Go plan users in the United States, United Kingdom, Canada, Australia and New Zealand.
Not every type of business can advertise. Categories including dating, health, financial services and politics are excluded, and ads are also kept away from sensitive conversations.
Create your advertiser account
The first step is to create an advertiser account through OpenAI’s Ads Manager. You’ll need to add details such as your business name and logo, provide billing information and complete business verification.
Once your account is ready, you can start building your first campaign.
Choose what you want your campaign to achieve
There are two main campaign objectives: Clicks and Reach.
A Clicks campaign is designed to encourage people to visit your website. You pay using CPC (cost per click), which simply means you’re charged when someone clicks your ad.
A Reach campaign is designed to get your business seen by more people. This uses CPM (cost per thousand impressions), meaning you pay based on how many times the ad is displayed.
Set your budget
You can control how much you spend by setting either a daily budget or an overall campaign budget. For UK advertisers, the current minimum daily budget is £15 per campaign.
You’ll also set a maximum bid, which is the most you’re prepared to pay for a click or for 1,000 impressions, depending on your campaign type. The amount you actually pay can vary, so it’s worth starting with a manageable budget, monitoring performance and adjusting your bids as you learn what works.
Target relevant conversations with context hints
ChatGPT advertising works differently from traditional search advertising. Instead of simply creating a list of keywords, advertisers provide context hints. These are short descriptions of the topics, questions and situations where their advert would be useful.
For example, rather than targeting the phrase “project management software”, you might describe someone comparing ways to organise tasks across a small team.
The aim is to match your advertising with conversations where your product or service genuinely makes sense.
Create your advert
Your advert can include your business name, logo, headline, description, image and a link to your website.
Keep the message relevant to the conversation. Someone using ChatGPT is often researching their options, so sending them to a helpful, closely related landing page is likely to make more sense than directing them to your homepage.
Track your results
Before launching, set up conversion tracking and add UTM parameters to your links. UTMs are small pieces of information added to a web address that help analytics tools identify where a visitor came from.
You can then monitor measurements such as impressions, clicks, spend and conversions to understand whether your campaign is generating worthwhile results.
If you’d rather leave the setup, targeting and ongoing optimisation to experienced professionals, Engage Web offers ChatGPT ads management as a service.
Get in touch with Engage Web to discuss how ChatGPT advertising could fit into your digital marketing strategy.
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