CONTEXT
Conversational context and intent can help inform which eligible ads may be relevant.
CHATGPT ADS MANAGEMENT
Reach Customers While They're Deciding.
ChatGPT Ads give businesses a new way to reach people as they explore options, compare alternatives and make decisions through conversation. True Online Presence helps advertisers plan, launch, measure and optimize campaigns for this emerging advertising channel.
ChatGPT Ads strategy backed by more than a decade of performance marketing experience.
CONVERSATIONAL ADVERTISINGCONCEPTUAL AD EXPERIENCE
USER QUESTION
AI RESPONSE
SPONSOREDCLEARLY SEPARATED SPONSORED PLACEMENT
CUSTOMER ACTION
HOW CHATGPT ADS WORK
Advertising Built Around Conversation.
ChatGPT Ads create opportunities to reach people while they explore, compare and make decisions through conversation.
Unlike traditional search advertising, where an individual search query often provides the primary signal, ChatGPT Ads can consider the context and intent of the current conversation when evaluating which eligible ads may be relevant.
Ads remain separate from ChatGPT's responses and are clearly identified as sponsored placements.
RELEVANCE
Ad selection can consider multiple signals, including conversational context, the landing page, title, ad copy and advertiser-provided context hints.
SEPARATION
Advertising is separate from ChatGPT's answers and is clearly identified as sponsored.
ADS DO NOT INFLUENCE CHATGPT'S ANSWERS.
THE AD EXPERIENCE
Relevant Advertising After the Answer.
ChatGPT Ads can appear below the end of a ChatGPT response. Sponsored placements are visually separated and labeled so people can distinguish advertising from ChatGPT's answer.
Advertiser name
Favicon
Headline
Description
Landing page
Image creative
CONCEPTUAL AD EXPERIENCE
QUESTION
CHATGPT RESPONSE
SPONSOREDSPONSORED AD
LANDING PAGE / CUSTOMER ACTION
FROM KEYWORDS TO CONTEXT
The Conversation Provides the Signal.
Paid search often begins with a search query. ChatGPT advertising can draw on richer conversational context to help determine when an advertiser may be relevant to what someone is trying to accomplish.
TRADITIONAL PAID SEARCH
SEARCH QUERY
SEARCH AD
LANDING PAGE
CHATGPT ADS
QUESTION + CONVERSATIONAL CONTEXT
AI RESPONSE
SPONSOREDRELEVANT SPONSORED PLACEMENT
LANDING PAGE
CONTEXT HINTS
Advertisers can provide context hints at the ad-group level to describe conversations, topics, customer needs or keywords where an offering may be relevant.
Context hints help inform relevance, but they are not exact-match keywords, do not operate as traditional targeting rules and do not guarantee delivery in particular conversations.
ILLUSTRATIVE EXAMPLE
BROAD
“running shoes”
MORE USEFUL CONTEXT
“cushioned everyday running shoes for beginners training for their first 5K”
CAMPAIGN OBJECTIVES
Choose the Outcome That Matters.
CPM
VIEWS
Designed to increase visibility and exposure.
BUYING MODEL
Advertisers are billed based on impressions served.
CPC
CLICKS
Designed to drive traffic to a website or product.
BUYING MODEL
Advertisers are billed for valid clicks.
CLICKS OR IMPRESSIONS
CONVERSIONS
Designed to optimize delivery toward a selected supported conversion event.
BUYING MODEL
Examples may include purchases, lead submissions and registrations. Depending on campaign configuration and eligibility, conversion-optimized campaigns can use click-based or impression-based billing.
Campaign objectives, billing options and eligibility may evolve as Ads Manager develops.
CAMPAIGN STRUCTURE
Familiar PPC Structure. A Different Kind of Signal.
The campaign hierarchy will feel familiar to experienced PPC advertisers. The important difference is how conversational relevance and context can contribute to ad matching.
CAMPAIGN
ObjectiveBudgetDatesGeography
AD GROUP
ProductServiceThemeCustomer needContext hints
AD
HeadlineCopyImageLanding page
CREATIVE STRATEGY
Build for Conversations, Not Just Search Terms.
ChatGPT Ads creative benefits from clear, specific and benefit-focused messaging. Multiple distinct creative variations can give the system more opportunities to identify relevant advertising moments.
BE SPECIFIC
Clearly communicate what the product or service does and who it helps.
LEAD WITH BENEFITS
Explain practical customer value rather than relying only on clever advertising language.
BUILD CREATIVE COVERAGE
Develop multiple headline and description variations for important products, services and customer needs.
TEST DIFFERENT ANGLES
Creative variations should communicate genuinely different value propositions rather than repeating the same message.
True Online Presence applies structured PPC testing principles to this new conversational advertising environment.
CHATGPT ADS FOR ECOMMERCE
Show Up While Customers Compare Their Options.
Product decisions often involve questions that go far beyond a simple search query. People may use ChatGPT to understand differences, evaluate tradeoffs, explore alternatives and determine which product best fits their needs.
ChatGPT Ads create an opportunity for ecommerce advertisers to appear through clearly identified sponsored placements during this discovery and consideration process.
EXPLORE AI ADS FOR ECOMMERCE01
“What should I look for before buying?”
02
“What's the difference between these options?”
03
“Which product fits my needs?”
04
“What features actually matter?”
05
“Which option works within my budget?”
PRODUCT-FEED CAMPAIGNS
ChatGPT Ads Manager currently includes product-feed campaign capabilities, giving eligible ecommerce advertisers another way to connect product information with relevant advertising opportunities.
AUDIENCE STRATEGY
Use Customer Data Where It Makes Sense.
Eligible advertisers can create custom audiences using their own customer or prospect data and apply those audiences to ChatGPT Ads campaigns.
INCLUDE
Eligible custom audiences can be used to limit campaign eligibility to selected audience groups.
EXCLUDE
Audiences can be excluded when advertisers want to avoid reaching groups such as existing customers or recent purchasers.
BID ADJUSTMENTS
Eligible custom audiences can also inform ad-group bid adjustments.
Custom audience eligibility, audience-size requirements, geographic availability and functionality are subject to OpenAI's current requirements and policies.
CONVERSION MEASUREMENT
Clicks Are Interesting. Business Results Matter More.
ChatGPT Ads Manager provides campaign reporting, while conversion measurement can help connect advertising activity with meaningful actions such as purchases, leads and registrations.
IMPRESSIONS
CLICKS
SPEND
CTR
AVG. CPC
AVG. CPM
CONVERSIONS
CONVERSION TRACKING
Conversion events can currently be sent through the OpenAI Pixel, the Conversions API, or both.
True Online Presence can help establish campaign measurement so optimization decisions are based on business outcomes rather than clicks alone.
UTM parameters can also be added to landing-page URLs so ChatGPT Ads traffic can be analyzed in existing analytics platforms such as Google Analytics.
TRUE ONLINE PRESENCE
How We Manage ChatGPT Ads.
STRATEGY
Determine how ChatGPT Ads fits within the advertiser's existing customer-acquisition strategy.
MEASUREMENT
Establish conversion events and tracking needed to evaluate meaningful business outcomes.
CAMPAIGN STRUCTURE
Organize campaigns and ad groups around objectives, products, services and customer needs.
CONTEXT + CREATIVE
Develop context hints and multiple benefit-focused creative variations designed for relevant conversational situations.
LAUNCH
Launch campaigns with controlled budgets designed to generate useful performance data.
OPTIMIZE
Evaluate delivery, clicks, conversions, costs and downstream business outcomes to refine campaigns over time.
ONE PAID MEDIA STRATEGY
ChatGPT Ads Should Work With Your Other Advertising.
ChatGPT Ads does not need to replace your existing paid media channels. For many advertisers, the more useful question is where it belongs within the overall customer-acquisition strategy.
True Online Presence evaluates advertising across channels rather than treating every new platform as an isolated experiment.
GOOGLE ADS
AMAZON ADS
MICROSOFT ADS
CHATGPT ADS
CUSTOMER ACQUISITION
REVENUE + PROFITABILITY
USER TRUST
Sponsored Means Sponsored.
CLEARLY LABELED
Ads are identified as sponsored advertising.
SEPARATE FROM ANSWERS
Advertising does not influence ChatGPT's responses.
PRIVACY
Advertisers do not receive users' ChatGPT conversations.
OpenAI provides controls around advertising and personalization, while ad eligibility and personalization can vary by user, plan and market.
WHO SHOULD CONSIDER IT?
Does ChatGPT Advertising Belong in Your Media Mix?
ECOMMERCE BRANDS
Businesses whose customers research, compare and evaluate products before purchasing.
LEAD GENERATION
Businesses whose prospective customers research solutions before contacting a provider.
EXISTING PPC ADVERTISERS
Companies already investing in paid acquisition and interested in evaluating another measurable channel.
EARLY TESTERS
Businesses comfortable testing an evolving advertising environment and learning from real campaign data.
Not every new advertising channel makes sense for every business. The first step is determining whether ChatGPT Ads deserves a place in your marketing mix.
LET'S FIND OUTWHAT'S NEXT
Advertising Is Becoming More Conversational.
OpenAI continues to test AI-native advertising experiences beyond conventional click-through ads.
SPONSORED AGENTS
Sponsored Agents are an advertising format being tested that can allow someone to open a conversation with an AI representative of a business after engaging with an ad.
Sponsored Agents are currently available only to selected advertisers in a limited alpha test.
True Online Presence cannot promise or obtain access for a client. Capabilities and availability may change as the platform develops.
THE TEAM BEHIND THE STRATEGY
AI Advertising Backed by Real PPC Experience.
True Online Presence has been helping businesses navigate paid digital advertising since 2014. As new advertising channels emerge, we bring the same focus on strategy, measurement, testing and profitability that has guided our work across established performance marketing platforms.
Andy Splichal
Founder & Managing Partner
True Online Presence
Andy Splichal founded True Online Presence with a focus on measurable digital advertising and ecommerce growth. Today, that same performance-first approach is being applied to emerging AI advertising opportunities.
ABOUT TRUE ONLINE PRESENCEPERFORMANCE MARKETING
Google Ads
ECOMMERCE PPC
Amazon Ads
MULTI-CHANNEL ADVERTISING
Microsoft Ads
AI ADVERTISING
AI Advertising
EXPLORE MORE
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AI ADVERTISING MANAGEMENT
AI Advertising Agency
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EXPLORE AI ADVERTISING AGENCYAI ADS FOR ECOMMERCE
AI Ads for Ecommerce
Explore how conversational advertising fits into ecommerce customer acquisition.
EXPLORE AI ADS FOR ECOMMERCEFREQUENTLY ASKED QUESTIONS
ChatGPT Ads FAQ
CHATGPT ADS MANAGEMENT
Ready to Put Your Business in the Conversation?
Talk with True Online Presence about your current advertising, business goals and whether ChatGPT Ads deserves a place in your paid media strategy.