Artificial intelligence research and deployment company OpenAI has rolled out new features for ChatGPT Ads.
They cover bidding, measurement, budget management and campaign operations.
The updates were detailed in a product email to Ads Manager beta participants, according to a report by Search Engine Roundtable.
The changes include conversion-optimised cost-per-click campaigns, with advertisers now getting automatically directed to clicks more likely to generate a conversion event.
And billing remains on a CPC basis, a capability standard on Google Ads and Meta.
Other changes include a shift to average daily budgets over a rolling seven days, automatic spend pacing throughout the day, geographic exclusion targeting and automatic advanced matching using customer data to improve conversion.
The pace of development has been rapid. ChatGPT Ads launched in the US in February, generated $US100 million in revenue in its first six weeks and opened a self-serve Ads Manager with CPC bidding in May.
The platform has since expanded to six countries. Australia went live in April, with ad penetration reaching 49.8% of Australian replies by early July, ahead of the US rate of 51%.
Australian ChatGPT usage more than doubled in the past 12 months, making it one of OpenAI's stronger international markets.
Ads appear below ChatGPT responses in sponsored boxes and are matched contextually to the current conversation.
Advertisers receive only aggregated performance data and not individual conversations or personal information.
Ads are shown only to free-tier users. Plus, Pro, Business and Enterprise accounts remain ad-free.
Independent Australian media agency Avenue C was part of beta testing of the Ads Platform in Australia.
Paula Lopes, Digital Partner at Avenue C says ChatGPT reaches people who have effectively opted out of traditional advertising -- digitally native, ad-blocking, disengaged from social feeds.
“These are not easy people to reach,” she wrote for AdNews.
“Across our clients, 95% of traffic generated through ChatGPT was new users, compared to a lower average across other paid channels.”
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