TLDR: Since ChatGPT is one of the ways people ask questions to learn, it fits the research phase well. It is not for quick sales and does not guarantee high volumes, but it can be useful for increasing visibility.

Which marketing channels work across more verticals is not a secret. Some channels perform better for certain niches. For example, if you sell vacation tours, eye-catching reels and videos can be a good source. If a business is focused on electrical repair, it makes sense for the website or phone number to appear when someone searches for “city + electrician.”

With this approach, ChatGPT ads could be integrated into marketing plans. The question is which industries it would work best for, especially at this early stage.

ChatGPT ads are currently being tested partially in the US. There is no direct dashboard available yet, and the product is still in a testing phase.

ChatGPT Ads Similar to Search Ads

In search engine advertising, users type keywords and those keywords trigger ads. Roughly speaking, ChatGPT ads follow a similar logic. As some people have shifted from search engines to asking questions directly to LLMs, it does not seem wrong to compare ChatGPT ads with search ads.

Naturally, most people think of Google Search Ads, as it is one of the most popular advertising channels. However, search advertising is not limited to Google. Bing, Yahoo, and other search engines use similar advertising systems. Here, the focus is on the channel logic rather than a single platform.

Even today, ChatGPT recommends products and services without any sponsorship. If a product or service is trusted across the web, it may be recommended, similar to how service or e-commerce pages rank highly in organic search results.

Since ChatGPT ads are often compared to search, it is important that the user has a problem and is looking for information. For example, someone might ask how to improve shoulder muscles. That person might eventually buy a product, but first may need to understand which product is actually needed.

An expert user, on the other hand, may have already made a decision and search for something like “buy 10 kg dumbbell.” In that case, prices and product photos become more important because the research phase has already passed. The research phase is where ChatGPT ads seem to fit best.

Example queries for ChatGPT

• How to improve shoulder muscles at home?
  Recommend: Fitness products

• What is the risk of football or basketball?
  Recommend: Protective sports gear, mouthguards, shinguards

• Which places are the best to see in Paris?
  Recommend: Tour guides, tours

• Why am I always late to events?
  Recommend: Premium alarm apps

As expected, all of these queries can naturally trigger ads.

Since this logic is similar to search ads, the result is usually increased overall visibility, sales, or conversions, but not instantly or overnight. It highly depends on when and how people ask these questions.

Industries That Might Prefer ChatGPT Ads

Anything that requires explanation and where users have questions can be a good fit. When talking about questions and problem-solving, SaaS businesses often come to mind first. Many SaaS use cases are suitable for promotion in this environment.

As mentioned earlier, fitness tools and areas where people need guidance, such as travel, also fit well. Whenever people ask questions or look for alternatives or opinions, ChatGPT ads can make sense.

SaaS / B2B Tools

Most tools focus on solving business problems, such as creating images faster, scheduling social media posts, or managing tasks. When people are thinking through business-related topics, this can be a good moment for these verticals.

Fitness / Wellness / Anything That Requires Consultation

This is fairly clear. From choosing a product to selecting an exercise program, almost every step is suitable for recommending a product or service.

Travel and Vacation Websites

It is common for people to look for information about places before visiting or deciding which country to travel to. Since many users already do this with ChatGPT, it can be a good placement for travel-related industries as well.

How to Optimize for ChatGPT Ads

For now, there is nothing urgent to do. Since ChatGPT can already understand and scan text well, improving product descriptions, use cases, and creating more detailed product pages may be useful. As ChatGPT continues to improve, even without these changes, it may still recommend a product. For example, if a user complains about football injuries, ChatGPT may suggest a shinguard even if the e-commerce page does not explicitly mention football safety.

Notes From Editor

The main concern with paid media is showing ads to relevant users, and the ChatGPT engine is expected to handle this well. With more context from previous conversations, it becomes easier to understand whether a person is interested in a product or service. If a user is not interested, not showing the ad becomes a win-win situation for both the audience and the advertiser.

Sources & Further Reading

Ads in ChatGPT

Disclaimer: References to any mentioned brand are for context only and do not imply affiliation or endorsement. All trademarks belong to their respective owners.