ChatGPT Advertising: a new opportunity to reach your customers

Digital advertising now incorporates a new channel: ChatGPT advertising. A new opportunity for companies to increase sales without being intrusive. The advertising on ChatGPT is ideal for becoming part of the user experience while people use the tool to research, explore possibilities, compare alternatives or make decisions.

The arrival of ChatGPT advertising opens up a different scenario compared with other digital channels. Here, users do not perform a search consisting of just a few keywords. Instead, they have a conversation about what they need, what they are considering or which features they consider important. For brands, this represents a new key touchpoint with potential customers.

OpenAI has introduced advertising to ChatGPT and has its own Ads Manager. This allows advertisers to create and manage campaigns easily. Ads are integrated into the ChatGPT conversational experience according to different criteria:

• They may appear below ChatGPT responses.
• They are identified as sponsored content.
• They are displayed separately from the responses generated by the tool.

In this way, advertising can become part of the experience without being confused with ChatGPT’s response. A person may use the tool to research which product to buy, compare solutions for their company, look for alternatives to a service or understand which option best fits their needs. These are situations where commercial intent may exist even though the user is not carrying out a traditional search. This is where the potential of ChatGPT Ads comes into play.

ChatGPT advertising is based on a logic that goes beyond the keywords we are used to working with on other Ads platforms. ChatGPT can use signals related to the context and intent of the conversation to determine which ads may be relevant at any given moment, making it a very promising new potential channel.

Advertisers can work on aspects such as:

• Objectives.
• Budget.
• Audiences.
• Creatives.
• Messages.
• Landing page.
• Specific contextual indications.

These parameters make it possible to target campaigns towards situations where the product or service may be relevant to the user.

Campaigns are managed through OpenAI Ads Manager, where it is possible to analyse metrics such as:

• Impressions.
• Clicks.
• Spend.
• CTR.
• CPC.
• CPM.
• Conversions.
• Among other relevant metrics.

In addition, results can be viewed at campaign, ad group and ad level. This makes it easier to analyse their evolution through charts and allows the data to be exported for more detailed analysis.

It is also important to know that measurement does not have to remain within the platform. ChatGPT Ads allows advertisers to use UTM parameters on landing pages and integrate conversion tracking through the OpenAI pixel or its Conversions API. This makes it possible to analyse what happens after the click, whether it results in a purchase, a lead or a registration, and assess the channel’s real contribution within the paid media strategy.

One of the main attractions of ChatGPT advertising is the possibility of appearing in a context where the conversation provides signals about the user’s interests and needs. For companies, this creates an opportunity to display more relevant ads and connect their value proposition with situations in which users may need their products or services.

In addition, ChatGPT Ads introduces a new touchpoint within the decision-making process. A brand can gain visibility and build awareness among users who may not have known it before, reaching new demand and expanding acquisition opportunities beyond traditional advertising channels. It also increases the chances of being present when a potential customer is looking for a solution to a specific need and the company can offer a relevant answer integrated naturally into the experience.

Therefore, its potential does not lie solely in being an innovative advertising format, but in diversifying the paid media strategy and accessing new moments of purchase intent. The most important thing will be to analyse what role ChatGPT Ads can play within each company’s strategy and whether it is capable of generating the expected business results.

The arrival of ChatGPT Ads does not mean that companies should stop investing in Google Ads or Social Ads. ChatGPT Advertising can work as a complementary channel within a company’s paid media mix.

Each channel serves a different purpose:

• Google Ads: stands out for its ability to capture demand from specific searches on Google through keywords.
• Social Ads: makes it possible to work on brand awareness, discovery and audience targeting across social networks.
• ChatGPT Ads: Introduces conversational context as a new way of connecting brands with potential customers, presenting their offer as a solution to a user’s problem.

We can say that the most important thing is not determining which platform is better. The key to a good paid media strategy is analysing which channels are worth investing in to reach potential customers profitably and efficiently, defining the weight of each one according to business objectives, audience, available budget and, above all, the desired results.

ChatGPT Ads can be particularly interesting for companies whose customers need to research, compare options or assess different solutions before making a decision. Some business profiles that may find opportunities in this new channel include:

• Ecommerce: For brands that sell products online and want to gain visibility during comparison and consideration processes.
• B2B companies: Especially businesses with long sales cycles, multiple decision-makers or a significant research phase before purchasing.
• Service companies: For businesses that need to clearly explain their value proposition before generating a contact or securing a contract.
• Software and technology: Particularly relevant for solutions where users need to compare features, pricing, integrations or use cases.
• Training and specialised businesses: For companies whose offering requires a certain level of explanation before the user makes a decision.
• Companies looking to diversify their investment: It can be a way to explore new touchpoints and capture demand beyond traditional advertising channels.

In any case, the goal is not simply to invest because it is a new channel, but to analyse whether ChatGPT Ads can provide real value within the digital strategy, what role it should play and what results it can generate for the business.

Creating an advertising campaign should not be the final objective. The goal is to generate results. To achieve this, several factors need to be worked on together:

• Targeting: Correctly define which profiles and contexts we want to reach in order to increase campaign relevance.
• Budget: Distribute investment in line with the objectives and adjust spending according to performance.
• Value proposition: Clearly communicate why the product or service may be relevant to the user.
• Creatives and messages: Adapt ads to the channel and develop messages capable of capturing attention and generating interest.
• Landing page: Align the ad with a landing page designed to turn clicks into leads, sales or business opportunities.
• Analytics and attribution: Measure what happens after the click and understand the role ChatGPT Ads plays within the overall channel mix.
• Continuous optimisation: Analyse results and adjust campaigns, budgets, ads and targeting to progressively improve performance.

Generating clicks has little value if they do not produce results for the business. Launching a campaign may be simple, but making the investment profitable requires strategy, analysis and continuous optimisation.

At Orvit Digital, we help companies assess whether ChatGPT Ads can make sense within their paid media strategy and what role it should play alongside other channels. The most important thing for us is helping you generate results, which is why we will advise you to identify whether there is a real opportunity to reach new customers and generate business.

We approach each project comprehensively:

• Initial analysis: We study the company’s starting point, its objectives and the digital environment in which it competes.
• Strategy definition: We determine how ChatGPT Ads can fit into the paid media mix and what objectives it should achieve.
• Launch: We configure and activate campaigns according to the predefined strategy.
• Monitoring and optimisation: We analyse performance and continuously implement improvements. Our goal is to constantly increase the efficiency of the investment.
• Multichannel approach: We integrate ChatGPT Ads with Google Ads, Social Ads, Display or Remarketing whenever the strategy requires it.

If you want to find out whether advertising on ChatGPT could be a good fit for your business and how to take advantage of it within your digital strategy, contact us. We will support you throughout the entire process to integrate ChatGPT Ads into a results-driven paid media strategy aligned with your company’s objectives.