Advertising on ChatGPT. What can you do with it?

Advertising on ChatGPT. What can you do with it?

Your target audience stopped Googling everything a long time ago. More and more, people are simply asking ChatGPT. Which CRM is right for my business? Which heat pump should I choose? Where should I book my next city trip?

And recently, as an advertiser, you can also appear in those conversations in Belgium thanks to ChatGPT Ads.

From keywords to context

A search query usually consists of a few words. In ChatGPT, people provide much more context: what they are looking for, comparing, finding important, and ultimately deciding on. And that is exactly what ChatGPT Ads leverages.

The ads appear below the answer and are separate from what ChatGPT itself says. Matching is never based solely on keywords, but also considers the context and intent of the conversation.

For marketers, this means: thinking less about individual search terms and more about situations. What question does your prospect ask just before creating a shortlist? When does purchase intent arise? And where can your brand be relevant at that moment?

Get started from €15 per day

ChatGPT Ads is available in Belgium via OpenAI Ads Manager, the platform used to set up and monitor your campaigns. The minimum daily budget in euros is € 15You can purchase campaigns today based on CPM or CPC and track them via metrics including impressions, clicks, CTR, CPC, and CPM. Conversion tracking is also available.

Good to know: the platform is still in beta. Reporting and optimization features are evolving rapidly, and reliable market benchmarks are not yet available.

So, should you move your entire budget to ChatGPT?

That would be premature. But doing nothing would be short-sighted.

This is, above all, an excellent time to test and learn. Which propositions resonate? In which contexts do you want to be visible? Which copy works best when people formulate their needs more concretely?

Our teams have already started working with it. Simply because you get to know new channels better before everyone else is there and because we like to keep a close eye on developments in our market. Hence this update.

Was this Pulse useful?

Curious if ChatGPT Ads could work for your brand? Or want to hear about our experience with this new tool? Feel free to ask.

‍