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ChatGPT Ads is moving out of its invite-only pilot and launching its self-serve ad platform this month, according to OpenAI. Should you be an early adopter or wait until the ROI opportunity is clearer? We share our take below.
Pros and Cons of Being an Early Adopter of ChatGPT Ads
We’re both excited for the opportunity that ChatGPT Ads represents in the near-term, but also wary of the hype that comes with anything AI.
Here are reasons why you should jump in early, and reasons why you should wait:
Why you should act now
- First-mover advantage: Early adopters can get a foothold before competition and costs scale.
- High-intent environment: Ads reach users actively asking questions.
- New demand capture layer: Intercept queries that never make it to traditional search engines.
Why you should hold off:
- Underwhelming early returns: Ad CTRs are reportedly 7x lower than Google’s.
- Limited performance visibility: Pilot users say that the platform provides little data to help prove ROI.
- Platform immaturity: Ad formats, controls, and targeting options are reportedly minimal.
Who is ChatGPT Ads Best for Right Now?
Here’s who we believe has the best opportunity to be early adopters.
- Companies that are willing to experiment and have seen promising, attributable results from LLM visibility.
- Companies with high-consideration products or services whose audiences spend ample time researching, investigating, and evaluating options.
- Companies that see their audiences engage in other conversational platforms, like Reddit.
An important consideration is that, at least for now, ChatGPT won't show ads to higher-tier subscribers. So, if your audience is largely comprised of paying ChatGPT customers, you might consider sitting on the sidelines for now.
Until the ChatGPT Ads self-serve platform has been live for a few months, we won't have a clear idea of the platform's return potential. If you have a bit of risk tolerance and align with the criteria above, devote a test budget to give the platform a spin.
If, for now, your AI strategy is focused on building organic visibility for your brand, contact Uproer about creating your GEO strategy.
