The way people search for products, services and businesses is changing. And with advertising now available on ChatGPT, there’s a new opportunity for brands to be part of the conversation.
For years, businesses have relied on Google searches, social media and digital advertising to reach potential customers. These channels remain hugely important, but artificial intelligence is introducing another way for people to discover and compare what’s available.
Rather than simply typing a few keywords into a search engine, people are increasingly asking detailed questions, seeking recommendations and exploring their options through platforms such as ChatGPT.
And now, businesses have the opportunity to advertise there too.
A growing audience with a different approach to searching
ChatGPT has become one of the world’s most widely used AI platforms. According to OpenAI, it now reaches 1.2 billion people every week.
That’s an enormous audience, but what makes ChatGPT particularly interesting from a marketing perspective is how people use it.
Someone might ask:
- “Can you recommend a kitchen showroom near St Albans?”
- “What’s the best way to find an estate agent to sell my home?”
- “Where can I find a reliable local garage?”
- “Which independent schools should I consider for my daughter?”
These are conversations that can indicate genuine interest in a particular product or service.
For advertisers, the opportunity is to reach relevant audiences while they’re actively researching, comparing options or considering a purchase.
So, how does ChatGPT advertising work?
ChatGPT advertising allows businesses to display sponsored content alongside relevant conversations.
For example, someone asking about kitchen showrooms in Hertfordshire might see a clearly labelled advertisement for a local interiors business, complete with an image, description and link to its website.
Importantly, advertisements are separate from ChatGPT’s responses. Paying for advertising does not influence the recommendations or answers that ChatGPT provides.
Instead, advertising creates an additional opportunity for businesses to gain visibility when their products or services are relevant to a user’s interests.
And unlike traditional keyword advertising, ChatGPT can consider the wider context of a conversation when determining which advertisements may be relevant.
Why should businesses be interested?
As with any new advertising channel, the question isn’t simply whether it’s available. It’s whether it can deliver something useful for your business.
ChatGPT advertising offers several potential advantages.
Reaching people with intent
Rather than relying entirely on someone scrolling through a social media feed, advertising can appear when a person is already exploring a particular need, product or service.
Building brand awareness
For businesses looking to increase their visibility, ChatGPT provides another environment in which to introduce their brand to potential customers.
Supporting existing marketing
ChatGPT advertising isn’t necessarily a replacement for Google Ads, social media or traditional marketing. It’s another channel that can complement a wider marketing strategy.
Opportunities for local businesses
Whether you’re an estate agent, retailer, garage, interior designer or professional services company, there may be opportunities to reach people researching businesses and services in your area.
As with any advertising, success will depend on the audience, campaign creative, budget and how effectively the activity is managed.
Is ChatGPT advertising affordable?
One of the biggest misconceptions about advertising on a major new platform is that it must require an enormous budget.
In fact, ChatGPT advertising campaigns can start from £15 per day for eligible UK advertisers.
As an example, a campaign with an average daily budget of £15 would represent approximately £450 in advertising spend over 30 days.
That makes it possible for businesses to consider a relatively modest initial campaign, evaluate the results and decide whether to increase their investment.
The advertising budget is paid separately from any agency fees for campaign setup and ongoing management. Daily budgets are averages, so actual spend can vary from one day to another within the platform’s budget controls.
As always, we would recommend establishing clear objectives and deciding what success looks like before committing to any campaign.
How can WLA help?
At William Lawrence Agency, we’ve always believed that successful marketing comes from understanding how different channels work together.
ChatGPT advertising is an exciting addition to the digital marketing landscape, but getting the best from it requires more than simply creating an advert.
We can help businesses explore whether ChatGPT advertising is appropriate for their objectives and provide support with:
- Strategy and planning: Identifying the opportunities, audience and campaign objectives.
- Creative development: Producing compelling advertising copy and imagery that reflect your brand.
- Campaign setup: Preparing and launching advertising activity.
- Ongoing management: Monitoring performance, reviewing results and making improvements.
- Reporting and recommendations: Helping you understand what your advertising is achieving and where to go next.
Whether you’re interested in testing a new channel or looking to incorporate ChatGPT into your wider marketing activity, we can help you develop a practical approach that suits your business and budget.
The future of advertising is evolving
The introduction of ChatGPT advertising is another reminder of how quickly the marketing landscape continues to change.
That doesn’t mean abandoning the channels that already work. It means recognising new opportunities and understanding where they might fit into your overall strategy.
At WLA, that’s exactly what we do.
Because whether it’s creative, digital, print or the latest advertising technology, it all works better together.
Interested in ChatGPT advertising?
If you’d like to explore how ChatGPT advertising could work for your business, we’d be happy to have a conversation.
Contact William Lawrence Agency on 01727 833122 or drop us an email info@wla.agency to find out more.