Ad groups help organize your campaigns into focused themes and include context hints, which help determine how your ads are matched to relevant conversations in ChatGPT.
Each ad group contains:
Ad group title
Context hints: describe the conversations, topics, or keywords where your products or services may be relevant; these hints guide matching but are not exact-match targeting rules
Writing effective context hints
Context hints help ChatGPT understand the types of conversations your ads should be eligible for. Using context hints, you can provide additional information about the ads in that ad group that your ad title and ad copy may not fully cover.
Think of context hints as broad thematic signals, not exact keyword matching.
Why context hints matter
Context hints add context beyond the ad title and ad copy. They help clarify the types of conversations, needs, and topics your ad group is designed to support.
Context hints can help you:
Cover several related use cases for a product
Clarify a more specific need within a broader ad message
Account for different ways customers might describe the same problem
Define relevant conversation types for the ad group
Keep each ad group focused. If you need context hints for meaningfully different products, audiences, or use cases, create separate ad groups instead of combining them into one.
How to write effective context hints
Good context hints are specific enough to describe a real user need, but broad enough to account for natural language variation in conversations. Aim for hints that:
Describe topics, conversation themes, user needs, or situations where your ads may be relevant
Include products or services you offer, use cases your product supports, or problems your product helps solve
Add useful context beyond the ad title and copy
Stay focused to the ad group theme and the ads within that ad group
Use descriptive phrases rather than only standalone terms
Best practices on Ads Groups
Keep each ad group focused on a single product category, theme, or intent area
Use separate ad groups for meaningfully different audiences or use cases
Avoid combining unrelated products or themes into the same ad group
Include multiple ads within each ad group to test different messaging approaches
Next steps
After creating your ad groups, you can: