Frequently asked questions

ChatGPT Ads appear underneath relevant conversations rather than interrupting them. They’re clearly labelled as sponsored content and include all the information a user needs to decide whether they’d like to learn more.

Each ad currently includes:

• Advertiser name
• Advertiser logo (favicon)
• Headline
• Description
• Landing page URL
• Creative image

 

Ads aren’t shown to every ChatGPT user. Currently, OpenAI does not display ads to:

• Plus subscribers
• Pro subscribers
• Business users

Users under the age of 18, or users OpenAI predicts are under 18

Rather than relying on keyword matching alone, ChatGPT Ads are matched using the context and intent of the conversation.

Advertisers can provide context hints at ad group level to describe the types of conversations where their products or services may be relevant. These aren’t exact-match keywords, but they help OpenAI understand where an ad is most appropriate.

The platform also considers factors such as:

• Conversation context
• User intent
• Landing page content
• Ad headline
• Ad description

This allows ads to appear naturally within conversations where they’re most likely to be useful.

At the moment, OpenAI’s creative requirements are much simpler than those of traditional advertising platforms.

Each ChatGPT ad contains:

Advertiser name
Logo (favicon)
Headline
Description
Landing page
Image creative

OpenAI hasn’t yet published detailed specifications covering image dimensions, file sizes or character limits. As the platform develops, more detailed creative guidance is expected.

In the meantime, advertisers should focus on writing concise, informative copy and using high-quality imagery that supports the landing page experience.

Brand safety is a core part of ChatGPT advertising.

OpenAI aims to show ads only alongside conversations that are considered safe and appropriate. Safeguards are in place to prevent adverts appearing next to sensitive or unsuitable conversations, following OpenAI’s advertising policies.

This helps protect both advertisers and users while maintaining trust in the platform.

Both ChatGPT Ads and Google Search Ads help advertisers reach users with high intent, but they do so in different ways.

Google Search Ads are triggered primarily by the keywords a user types into a search query. Advertisers bid on those keywords, and eligible ads appear alongside the search results.

ChatGPT Ads, on the other hand, are selected based on the context and intent of an entire conversation. Rather than matching a single keyword, OpenAI considers factors such as the user’s conversation, the advertiser’s context hints, the landing page, and the ad copy to determine whether an ad is relevant.

This means ChatGPT Ads can reach users throughout a longer, more natural research journey, rather than responding to a single search query.

Ads Manager Beta currently provides reporting across the core campaign metrics, including:

• Impressions
• Clicks
• Spend
• Click-through rate (CTR)
• Average CPC
• Average CPM
• Conversions

Advertisers can also add UTM parameters to landing page URLs, making it easy to analyse ChatGPT traffic in Google Analytics or other analytics platforms.

ChatGPT Ads currently support two buying models:

CPM (Cost per Thousand Impressions)

Choose the Reach objective to maximise impressions and pay for every 1,000 impressions served. 

CPC (Cost per Click)

Choose the Clicks objective to optimise for website traffic and pay only when someone clicks your advert.

Advertisers set a maximum bid at ad group level. For CPC campaigns, OpenAI currently recommends starting with bids between $3 and $5 per click, although this will vary depending on competition.

Ads are delivered using a relevance-weighted second-price auction, balancing advertiser bids with ad relevance to improve the overall user experience.