"I'd advise clients to treat ChatGPT ads as an experiment. It's not the same model as search advertising. You're not bidding for position around keywords, so intent and attribution need careful testing. In the meantime, brands should prioritize organic visibility. AI systems increasingly favor trusted brands with strong content, PR and backlinks."
"Test small. AI conversations can feel intimate. Users open up about their health, finances and personal goals. Ads in that context can feel invasive fast, but e-commerce brands have room here. Someone researching ski boots won't mind seeing ads for a highly regarded brand of ski boots."
"I'd recommend they focus on two types of test audiences: top-of-the-funnel information-seekers and bottom-of-the-funnel decision-makers. For the top funnel, I'd set up remarketing campaigns to engage users who have shown interest."
Advertising on ChatGPT is gaining traction as the platform incorporates ads into user conversations, particularly in its free and lower-cost tiers. These ads, labeled as sponsored recommendations, are contextually relevant to user inquiries. Brands are encouraged to experiment with this new advertising model while prioritizing organic visibility. Testing small-scale ads in sensitive contexts is advised, especially for e-commerce. Brands should also focus on different audience segments based on their stage in the decision-making funnel to optimize ad effectiveness.
Read at Forbes
Unable to calculate read time
Collection
[
|
...
]