ChatGPT Ads: Insights on CTRs, Reports, BPDs - a quick overview
Aktualisiert: 27. Okt.
Key Takeaways:
Rubin from monday.com reported that with increasing impressions of ChatGPT Ads the organic traffic from ChatGPT multiplied by 5x - so the Ads do not directly convert a click to the website but rather help with branding and later on discussions about the service
Zima (SlopeLift) reports that their campaigns for an Austrian B2C client achieved
a ROAS of 1.35 optimizing for clicks,
CTR from 0.9% to 1.2% and a
CPC from 1.1 € to 1.2 €
Reporting discrepancies: From 100 reported clicks from the OpenAI API resulted in only 54 GA4 Sessions
Peter (Freelancer) reported for a Swiss client:
CTR from 0.25 to 1.2%
Campaign targeting could only be set once with a prompt describing topics and target group, not editable
Baersch noted on 23rd of October that the OpenAI Tracking Pixel changed:
App statt HTTP zur Übertragung? Nanu? Läuft die Seite im In-App-Browser von ChatGPT, gehen Conversions offenbar direkt an die App statt per HTTP an bzr.openai.com. Beim Debuggen im In-App-Browser ist dann also vermutlich kein Request im Netzwerk zu sehen, HTTP ist nur noch Fallback. Zumindest für Debugging ggf. relevant.
oaiq_test_pixel_id und oaiq_test_session_id markieren alle Events der nächsten 30 Minuten mit einer test_session_id und das scheint zumindest neu zu sein im SDK.
Cookies sind jetzt SameSite=None statt Lax. Betrifft oppref, obref und oaiq_consent. Wer diese Cookies manuell in seiner CMP inkl. dieser Attribute erfasst hat, muss also ggf. auch manuell nachbessern.
Kunz stresses that AI Chats do impact customer journeys, not via clicks but rather via branding, retention, persuation, recommendations that later result in Google searches or direct jump ins to the website - consequently, Ads could do the branding that later on increases organic or direct traffic
Ciarrocci (Graphite) outlines ChatGPT strategies and success factors from BDPs:
they found ways to target new intents that are unique to ChatGPT, ie Generative Intent. Their campaigns are built around intent, not keywords. Eg. monday.com splits into three buckets:
tool seekers (shopping for a specific tool, the closest thing to search, this can include branded terms),
problem seekers (exploring a problem, before thinking about a tool),
chat actions (mid-task, "build me a quarterly plan").
The top accounts all target roughly these 3 groups of intent:
Generative intent or "actions", this is very often pre-problem. Eg. "Paste your ChatGPT draft. Pick a template." (Resume.io), "Paste Your Notes. Get a Deck." (Gamma)
Problem aware: "Track KPIs without the spreadsheet" (monday.com), "End Your Meeting Fatigue" (RingCentral)
Solution aware: this covers the classic high intent prompts ("I need project management tool") but also own brand and competitor brands.
They run a lot of creative variety. The top 50 advertisers run a median of 191 distinct ads! (vs ~10 ads for advertisers that are only getting few impressions).
They write unique copy for the channel. Very few ChatGPT headlines match the same advertiser's Google Search headline.
They all lead with the action, not the category or the brand. Eg. monday.com's headlines start with a verb so you see what you can do and what you get: "Build a live project dashboard", not "#1 project management software".
As far as I saw the Ads are not well targeted for German insurances which is why the low CTR and low CR are expected - similarly the study from August found that in 14% of cases Ads are displayed for the wrong topic
Sources:
