Advertising features and
updates built on artificial intelligence enable advertisers to enhance targeting, bidding, and ad generation for improved return on investments (ROI), but they carry risks of campaign disruption and
misattributed citations.
OpenAI begun to add advertising features and updates at a much faster clip than most marketers can keep up. Several major updates promise efficiencies,
but these tools require careful monitoring to mitigate potential platform glitches and competitive linking issues.
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Several major ad and targeting additions have been spotted just this week
that will enable advertisers to keep a closer eye on performance and return on investments (ROI).
One feature identified today by Craig Graham, CEO at Canadian-based Grayvault Consulting, allows advertisers to upload
custom audience lists to ChatGPT Ads under an "Audiences” tag, allowing advertisers to upload a list of their own customers, an email or phone list, and use it to target who sees the
ads.
"That moves the platform a step closer to the kind of first-party data targeting that serious advertisers already rely on in Google and Meta," Graham wrote in a blog post.
In
the post, Graham describes how to set up the feature.
"One practical note on match rates: expect to match a portion of your list, not all of it, the same as on any other platform,' Graham
wrote. "Only the people whose details match an account will be found. A modest match rate is normal and not a sign anything is wrong, but it does mean you should think of these audiences as
directional rather than complete, which matters when you are relying on an exclusion to protect spend."
Anthony Higman, founder and CEO at Adsquire, a paid media agency for the legal
industry, has identified two important OpenAI ChatGPT Ads updates during the past two days.
Audiences and advanced bid adjustments for audiences have been added, for starters.
"Honestly this one does nothing for me in the legal vertical," he wrote, adding that he knows many people who will be excited about this addition.
ChatGPT in June added the ability for the AI
platform to generate ads for brands through a feature it described as "ad variation based” under the “Add new ad” option.
The advertiser can opt in to let ChatGPT create the
ad, as well as review, edit and approve the ad to serve up across the ChatGPT Ad platform. The tool has not been formally named, but keeps the ad available when the advertiser is ready.
Higman posted a screenshot of this automated ad-generating feature on social media platform X, but his July 1 update
criticized the process.
He described what happens when an advertiser uses a suggested ad from ChatGPT. The platform pulls down all the ads in that ad group, and all go back into review.
Despite all the new advertising services offered by AI-based companies, many glitches need revising.
In another X post, Higman described the experience of a client who used Google AI Mode
to search on the term "Bankruptcy Lawyers Near Me," and as predicted, the client’s listing served up, but the AI answer linked the citation to a competitor’s website. It served up his
business in the query results, but the link went to another company's website.