ChatGPT is evolving from a platform where users simply access information into a new digital touchpoint where they research products, compare services, and move closer to making decisions. With self-service access to OpenAI Ads Manager now available in Türkiye, ChatGPT Ads has become a new advertising channel that brands can add to their paid media plans.
Rather than viewing ChatGPT Ads as an alternative to Google Ads or Meta Ads, it is more accurate to consider it a new paid media touchpoint that operates through conversational intent and complements the broader media mix.
What Should You Know Before Launching a ChatGPT Ads Campaign?
ChatGPT ads are displayed separately as sponsored placements beneath organic responses. The ad format can include the advertiser name, logo, headline, description, landing page, and image creative.
Ads may be shown to eligible users on Free and Go plans. Ads are not displayed on Plus, Pro, Business, Enterprise, or Edu plans.
How Does the OpenAI Ads Manager Campaign Structure Work?
The campaign structure in Ads Manager consists of three levels:
Campaign: Objective, budget, dates, location, platform, and audience settings
Ad Group: Product, service, user need, and Context Hints
Ad: Headline, description, image creative, and landing page
This structure makes it easier to test different messaging and creative variations under the same business goal.
Which Campaign Objective Should You Choose?
Views
Designed for campaigns focused on awareness and visibility. Billing is based on CPM.
Clicks
Used for campaigns designed to drive traffic to a website or landing page. It operates on a CPC pricing model.
Conversions
Campaigns are optimized toward defined conversion events such as leads, purchases, or registrations. oCPC or oCPM can be used, and advertisers are not charged directly on a per-conversion basis.
How Does Targeting Work in ChatGPT Ads?
ChatGPT Ads does not operate exactly like traditional keyword or interest targeting. Campaign targeting options include:
- Country and supported sub-location targeting
- Android, iOS, and web platform targeting
- Custom Audience inclusion or exclusion
- Context Hints
Custom Audiences can be created using email addresses, phone numbers, hashed identifiers, or GAID data. At least 25,000 matched users are required for inclusion targeting.
Context Hints are not keywords. They are contextual signals that help the system understand which user needs, product features, or decision-making moments may make an ad relevant.
How Should Ad Copy and Creatives Be Prepared?
In ChatGPT Ads creatives, the message should directly address the user’s need.
- The headline should be concise and benefit-oriented.
- The description should not simply repeat the headline.
- Different creatives and messaging angles should be tested for the same product.
- The landing page should directly align with the advertising message.
- Instead of directing users to a generic homepage, the relevant product or service page should be used.
A/B testing can be used to optimize creatives by analyzing CTR and conversion rate results together.
What Is the Minimum Budget for ChatGPT Ads?
The minimum daily budget varies depending on the billing currency of the advertising account. Current minimums include:
- USD: $25/day
- EUR: €15/day
The daily budget operates as an average spending target over a seven-day period, meaning daily spend may be higher or lower on individual days.
How Are Conversions Measured with the OpenAI Pixel?
For conversion measurement, advertisers can use the OpenAI Pixel, the Conversions API, or both together.
The OpenAI Pixel stores the oppref reference generated from an ad click using a first-party cookie, helping support the conversion attribution process. When the Pixel and CAPI are used together, the same event ID can be sent to enable deduplication.
The following KPIs can be monitored for measurement and performance analysis:
- Impressions
- Clicks
- CTR
- CPC
- CPM
- Conversions
- Conversion Rate
- CPA
- ROAS
Data from OpenAI Ads Manager and GA4 should not be expected to match exactly due to differences in attribution windows, timestamps, and measurement methodologies.
How Should ChatGPT Ads Campaigns Be Optimized?
Campaign optimization should not focus solely on CTR or CPC.
- Context Hints should be tested regularly.
- Creative and headline variations should be expanded.
- Landing page and ad message alignment should be reviewed.
- CPA and conversion quality should be analyzed together.
- Budgets should be redistributed based on conversion rate and ROAS performance.
ChatGPT Ads provides brands with a new digital touchpoint, particularly during the consideration and conversion stages, by reaching users through conversational intent.
At Marker Groupe, we approach ChatGPT Ads campaigns as an integrated process that combines targeting, creative strategy, conversion measurement, and media planning.
For more information about our services, visit the MarkerGroupe.com website or contact us at hello@markergroupe.com.
