Creating ads for ChatGPT requires a different approach than keyword-based platforms. Instead of matching ads to simple search queries, ChatGPT matches ads to richer, conversational user intent, helping advertisers reach people with more relevant messages at the right moment.
In ChatGPT, clear, specific, and benefit-focused ads are more likely to align with relevant conversational intent. The goal is not just to write a catchy line, but to describe what you offer, who it is for, and when it may be helpful.
Overall guidance
Build for coverage, not just one message: a high volume and diverse set of ads (multiple title/copy variations per offering) allows the system to match ads across a wider range of conversations
Keep creatives distinct from each other: each title and description variation for a given offering should introduce a different angle rather than repeating the same message
Focus on usefulness: ads should feel helpful and relevant to what the user is trying to do
Represent your offering accurately: clear, honest messaging improves both user experience and performance
All ads must align with our ad policies: your ad creative, image, and landing page must comply with OpenAI’s Ads Policies. Ads may be rejected if they are misleading, inconsistent, or include disallowed content
Ad title best practices
Spell out the value clearly: make it immediately clear what the product offers or why it may be useful
Keep titles concise: use clear, focused language and stay within recommended character limits
Make titles informative: prioritize clear, useful details over broad marketing language
Ad copy best practices
Complement the title: add new information rather than repeating the same message
Expand on the value proposition: provide more detail on benefits, features, or use cases
Keep the message easy to understand: use straightforward language that helps users quickly evaluate the offering
Landing page best practices
Link to the most relevant destination: use product pages, collections, or content pages rather than defaulting to a generic homepage
Create a seamless path to action: a clear connection between ad and landing page helps users move more smoothly from interest to action
Add tracking parameters directly to destination URLs: you can include your own UTM parameters for each creative
Ensure landing pages are valid and reachable: all landing pages must use valid links and must not block OpenAI user agents (OAI-AdsBot and OAI-SearchBot)
Image best practices
Keep images simple and relevant: use clear visuals that support the message of the ad
Avoid overly abstract or cluttered visuals: keep images straightforward and easy to interpret
Align images with the ad message: where possible, ensure the visual matches the title and copy so the creative feels cohesive