The fact that the way of searching is changing has been evident in the data for several months. People are not only searching through Google. They are asking ChatGPT, comparing options, looking for solutions, and preparing to make a decision. Traffic from AI tools, in many cases, brings higher quality visitors than traditional search – and with the advent of ChatGPT Ads, brands have a new space to enter directly into this customer journey.
At ui42, we will help you prepare, set up, measure, and optimize ChatGPT Ads so that you can take advantage of this new advertising channel before it becomes standard.
New Inventory. A New Way to Reach the Customer.
While traditional search is primarily based on what a person is looking for, ChatGPT offers a much broader context of what a person is trying to solve. And that is precisely its strength for advertisers.
Advertising can enter the moment when the user is exploring options, comparing alternatives, or preparing to make a decision. Not as part of the ChatGPT response, but as clearly labeled advertising content relevant to the situation.
While people often search on Google using a short query, e.g., "running shoes", in ChatGPT they describe their need in much more detail: "I need shoes for my first half marathon. I mainly run on asphalt, 3× a week, and don't want to spend more than €150."
This is no longer just one keyword. This is the entire context of the customer's need in one place.
How Do ChatGPT Ads Work?
Advertising in ChatGPT appears as separate and clearly labeled advertising content, distinct from the ChatGPT response itself. The brand does not buy a place in the AI response but advertising space in a relevant conversation.
Several signals determine which ad will be displayed - from the context and intent of the conversation to campaign settings and ad texts to the content of the landing page.
For brands, this changes the way they need to think about advertising. It's not enough to know what keywords the customer is searching for. You need to know in what situations they might need you and what you can help them with at that moment.
What to Consider When Setting Up ChatGPT Ads?
The way the user communicates their need distinguishes ChatGPT Ads from traditional search. If you have experience with Google Ads, it's not enough to simply transfer the existing campaign structure and ad texts into the new system. Here, the user does not express their need only with a search query but with an entire conversation, which may include their situation, preferences, constraints, and what they have already considered in their decision-making.
Instead of asking "What searches do we want to respond to?" ask: "In what situations do we want to be relevant to the customer?"
1. Context Hints: Define Situations Instead of Keywords
One of the important elements is context hints. At the ad group level, they help the system understand what you offer, who the product or service is intended for, and in what needs or situations it may be relevant.
Instead of the general "running shoes", you can work with context like:
"Running shoes for beginners training for their first race and looking for comfortable shoes for running on asphalt."
Context hints are not classic keywords and do not guarantee ad display in a specific conversation. The more precisely you define individual use cases, the more signals the system has for correctly assigning the ad.
2. Build Ad Groups According to Customer Needs
One product can address several completely different needs. Instead of one general ad group, it makes sense to separate significantly different use cases and tailor context hints and communication to each.
For example, the same running shoe e-shop can create separate ad groups for:
- beginners preparing for their first race,
- runners looking for shoes for long asphalt runs,
- runners looking for trail shoes for terrain.
The product remains the same. However, the reason why the customer needs it changes.
3. Tailor the Ad Message to the Specific Intent
If you already know the situation in which you want to reach the customer, the ad should also correspond to it. It's not enough to prepare several variations of one general claim.
A user dealing with: "In three months, I'm running my first half marathon and need shoes for training." can receive communication based on comfort and the first longer runs.
A user dealing with: "I run trails and need new shoes for wet terrain." has a completely different need – and the ad should work with grip, stability, or use in terrain.
The better the message aligns with the customer's situation, the more naturally the ad can fit into the context in which they are deciding.
4. Context Hint, Ad, and Landing Page Must Speak the Same Language
Optimization doesn't end with ad display. Conversion optimization of the landing page also determines what happens after the click.
If the context hint works with people preparing for their first half marathon and the ad communicates the selection of shoes for longer asphalt runs, don't send the user to a general homepage with hundreds of models.
A more relevant category might be "Running Shoes for Asphalt and Long Distances" with a suitable filter, recommended models, and content that helps the customer with their choice.
Context hint → ad message → landing page should therefore form one logical path.
Who Are ChatGPT Ads Suitable For?
ChatGPT Ads have the greatest potential where the customer seeks information, compares options, needs advice, or solves a specific problem before making a purchase. It is precisely in such decisions that enough context is created in the conversation for a relevant connection between the user and the brand's offer.
E-commerce
Especially for products where the customer does not decide solely based on price but considers multiple parameters, compares alternatives, or needs help with selection. ChatGPT Ads can thus bring the brand into play even before the customer has chosen a specific product or brand.
B2B
For services and solutions with a longer decision-making process, where the purchase is often preceded by more extensive research. Through AI, a potential customer can map options, compare technologies, supplier approaches, or ways to solve a specific business need. The brand can thus enter the decision-making process even before the supplier is selected.
Services
For services, the customer often does not start with a specific brand or service name but with a problem they need to solve. ChatGPT Ads create space to reach them at this stage and connect their need with a relevant solution.
The suitability of ChatGPT Ads is therefore not determined only by the segment but mainly by how your customers make decisions – whether they do research, compare options, or seek a solution to a specific problem.
How Much Does Advertising in ChatGPT Cost?
ChatGPT Ads do not have a fixed price list. Similar to other advertising platforms, the price is formed in an auction and is influenced by competition, ad relevance, campaign goal, and the advertiser's maximum bid.
Currently, it is possible to purchase ads through CPM, CPC, and conversion-optimized campaigns. For click-focused campaigns, OpenAI recommends a starting maximum bid of approximately 3 to 5 USD per click.
ChatGPT Ads should not be seen as an automatically cheaper alternative to Google Ads. Prices can be comparable, but the advertising space is not yet as saturated as on established platforms.
This will gradually change. With more advertisers, competition in the auction will increase, and with the approaching main e-commerce season, we expect a natural pressure on price growth.
Why Address ChatGPT Ads Today?
ChatGPT Ads are still a new advertising channel. Right now, the first benchmarks are being created, individual use cases are being tested, and brands are discovering what type of communication, context, and landing pages bring the best results.
The advantage of early entry is not just less saturated advertising space. It is mainly an advantage in data and know-how. While competition is growing, you can already know which use cases work, which contexts bring quality traffic, and where it makes sense to invest more for your business.
This is especially important before the main e-commerce season. Instead of discovering a new channel during the time of greatest competition, you can have the first tests, data, and optimization behind you.
The magic of ads.openai is greatest today, while the space is still yours. Just like at the start of all ads managers.
Roman Helt, Performance Marketing Director, ui42
What Can ui42 Do for You?
At ui42, we do not view ChatGPT Ads as an isolated advertising channel. We see them as part of the entire performance marketing – from advertising and landing page to measuring results.
If you want to start with ChatGPT Ads, we will help you with the entire process:
Strategy and Campaign Setup
We will select suitable products and use cases, design the campaign and ad group structure, context hints, and bidding.
Ad Texts and Landing Pages
We will prepare communication for individual intents and ensure that it is followed by a relevant landing page.
Tracking and Evaluation
We will set up measurement and monitor not only impressions, CTR, or CPC, but especially orders, leads, and other business results that ChatGPT Ads bring.
Optimization
Based on data, we test and optimize campaigns, messaging, bidding, and landing pages, and move the budget where we see the greatest potential.
Start with ChatGPT Ads Today
ChatGPT Ads offer brands a new way to be with the customer right when they are looking for a solution and making a decision. At ui42, we will help you utilize this new advertising space from the first setup to optimization for real business results. Contact us today.
