After a few weeks of testing with ChatGPT Ads, first impressions vary widely. Not uncommon for a new platform. Below we've summed up the main insights relevant for you.
After a few weeks of testing with ChatGPT Ads, first impressions vary widely. Not uncommon for a new platform. Below we've summed up the main insights relevant for you.
Compared to legacy ad platforms the traffic of ChatGPT Ads cost more. There's no fixed percentage to be named, therefore the results varied to widely. Some experiments had up to 30% higher CPC.
In most occasions there was an increase in clicks. The conversion of this traffic was low. This does align with the impression that ChatGPT is mostly used for orientation and discovery.
Figuring out which prompt generated a click is impossible. You only have a generic view on the traffic you pull from ChatGPT. The content that triggered the prompt to select your domain is not feasible at this moment.
The ad platform of Open AI is clearly in its early stage development. Here's a list of things we can expect from them in the near future:
At this moment there is no self service portal. You can only access the platform through Open AI's sales team, agencies and partners. We expect this to arrive when the platform is mature enough.
Tracking and attribution is not yet independently established. This means you're still steering blind for a big part. In august they did add a pixel, conversion API and third party tracking. The evidence it works has yet to be provided.
Ads are now only visible for free and GO users. The users with purchase power using Plus and Pro are not in your advertising pool at this moment in time.
There is no keyword planner to assist you. This means there is no feedback loop for you to know what kind of conversations your audience has with his or her Chat.
ChatGPT Ads is not going to smash your year goals. Does this indicate you have to wait until it's more developed? No. All experience you build right now is taken to next updates. More importantly, by using it you contribute to its development. At this moment in time it's advised to use it in the upper funnel of your marketing mix, for discovery and inspiration. Use a limited but decent budget (a few hundred euro's is enough) to keep testing. In a few weeks ROAS can improve big time and then you are front row to secure the bag.
Reach out and see how we can help you.
