OpenAI is continuing to expand advertising capabilities in ChatGPT Ads, with a new set of features designed to give advertisers more control over campaign performance, measurement, and budget management. Until now, the platform has provided relatively basic advertising capabilities compared to Meta and Google Ads. This latest update introduces tools that advertisers already rely on elsewhere. The focus seems to be on helping advertisers optimise for business outcomes, not just generating clicks. For businesses already experimenting with ChatGPT Ads, these updates make the platform considerably more practical.
The Latest Feature Rollout in ChatGPT Ads
The latest release introduces capabilities that have the biggest impact on day-to-day campaign management, including bidding, budgeting, measurement, and targeting.
Conversion-Optimised Campaigns
OpenAI is introducing conversion-optimised cost-per-click (oCPC) campaigns. We can now select a Conversion objective when creating a campaign. Rather than trying to achieve as many clicks as possible, ChatGPT Ads will prioritise clicks that are more likely to result in the conversion event we’ve selected. Importantly, billing will remain on a cost-per-click basis (CPC). You’re still paying for valid clicks, but the platform now uses additional signals to favour users who are more likely to convert. For businesses focused on leads or sales rather than just driving traffic, this is a significant improvement.
Average Daily Budgets
The platform is also changing how campaign budgets work. Instead of having a fixed daily spending limit, campaigns will now use an average daily budget across a seven-day period. Some days may spend more, while others spend less, provided the campaign stays within its overall budget. No action is required from advertisers, and your total budget doesn’t change. The update gives the platform more flexibility to spend when stronger opportunities become available.
Automatic Spend Pacing
ChatGPT Ads will now automatically pace spending throughout the day. Campaigns will distribute spend more evenly as opportunities arise. The aim is to improve delivery while making better use of your available budget.
Geographic Exclusions
We can now exclude specific countries or cities from campaign targeting. This provides much greater control over where budgets are spent and helps eliminate traffic from regions that aren’t relevant to your business. For brands serving defined regions or excluding particular markets, this allows us to make campaign targeting far more precise.
App Measurement Partner Integrations
OpenAI launched integrations with AppsFlyer and Adjust, which will allow us to measure app installs and in-app activity using the platforms that are widely used across other paid media channels. This makes app measurement much more consistent and removes the need to rely on separate reporting methods for ChatGPT Ads.
Automatic Advanced Matching (AAM)
Using securely hashed customer information, like email addresses or phone numbers, ChatGPT Ads can match more conversions back to advertising activity. More accurate attribution gives us:
- A better understanding of campaign performance
- Stronger signals for optimisation
- Improved measurement that allows us to make better optimisation decisions for our clients.
Bulk API Updates
For advertisers managing campaigns at scale, OpenAI has expanded its Ads API to support asynchronous bulk creation and updates across campaigns, ad groups, and ads. This reduces the operational effort required to manage campaigns at scale and makes ChatGPT Ads a more attractive platform for enterprises.
Refreshed Product Feed Ads
ChatGPT Ads’ product feed campaigns now have updated creative cards that will display pricing and star ratings. These additions present potential customers with more compelling information than the basic cards we’ve seen up until now. For ecommerce businesses, this could improve click-through rates (CTRs) by helping shoppers make better purchasing decisions earlier in the buying journey.
Optimising for Business Outcomes
The biggest benefit of these enhanced performance marketing capabilities is that campaigns can now be optimised more closely towards commercial outcomes, whereas before they were mostly only generating traffic. Better conversion optimisation, stronger measurement, and flexible budget management give us the understanding we need of what’s working and driving revenue, and where advertising investment is delivering the best return.
The improved reporting and integrations also mean we can measure ChatGPT Ads along with other paid media channels. We can now evaluate whether the platform deserves a larger share of your budget. These new advertising features bring ChatGPT Ads up to speed with the platforms advertisers are already accustomed to, such as Meta and Google Ads.
The Final Word
The rollout of these tools makes it clear that ChatGPT Ads is changing fast. What started as a new paid media channel is becoming a platform with many of the optimisation and automation features advertisers already depend on elsewhere. Whether it becomes a part of your paid media strategy will depend on your audience and objectives, but these updates make it a much stronger option than it was a few months ago.
If you’re thinking about adding ChatGPT Ads to your paid media strategy, or want to sense-check how it’ll work along with your existing channel mix, we’d love to talk it through with you. Feel free to get in touch and chat to our team about whether it’s the right move for your business.