Ad groups help organize your campaigns into focused themes and include context hints, which help our systems understand when your ads may be relevant to conversations or user journeys in ChatGPT.
Each ad group contains:
Ad group title
Context hints that describe what your product offers, who it helps, or when it may be useful
Writing effective context hints
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 on a common product category, theme, or customer need. Context hints can cover related situations and natural variations within that theme. If your context hints describe meaningfully different products or use cases that would require different ad messaging or landing pages, consider creating separate ad groups.
How to write effective context hints
Context hints provide additional information about your product or service beyond what may already be communicated in your ad or landing destination.
When writing context hints, ask yourself: What else should we know about this product, who it helps, and when it’s useful?
For example, instead of using a broad context hint like “running shoes,” use a more descriptive phrase such as “cushioned everyday running shoes for beginners training for their first 5K.”
Good context hints:
Add useful information beyond your ad title, copy, or landing destination
Connect product features to real customer needs or use cases
Describe needs or situations rather than only broad audience labels
Use clear, natural phrases rather than disconnected terms
Include only genuine, relevant use cases for your product or service
Stay focused on the product, theme, or intent of the ad group
Being specific does not mean people need to use the exact words in your context hint. Context hints help our systems understand broader needs, situations, and natural variations in how people describe what they are looking for.
Context hints are not exact-match controls, audience targeting rules, or instructions to show your ad only for specific conversations. They do not guarantee that your ad will appear for particular words, topics, audiences, or situations.
Best practices for 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: