Create Ads for ChatGPT

Creating ads for ChatGPT requires a different approach than keyword-based platforms. Instead of matching ads to simple search queries, ChatGPT considers multiple relevance signals, including conversational intent and, when ads personalization is enabled, select signals from a user’s broader ChatGPT experience, helping advertisers reach people with more relevant messages at the right moment.

In ChatGPT, ads with clear, specific, and benefit-focused copy are more likely to be relevant to users. Benefit-focused copy explains the practical value of what you offer, who it is for, and when it may be helpful, rather than relying on a catchy line or generic call to action.

Overall guidance

• Build for coverage, not just one message: a high volume and diverse set of ads (multiple title/copy variations per offering) allows the system to identify more opportunities where your ads may be relevant to users.

• Keep creatives distinct from each other: each title and description variation for a given offering should introduce a different angle rather than repeating the same message

• Focus on usefulness: ads should feel helpful and relevant to what the user is trying to do

• Represent your offering accurately: clear, honest messaging improves both user experience and performance

• All ads must align with our ad policies: your ad creative, image, and landing page must comply with OpenAI’s Ads Policies. Ads may be rejected if they are misleading, inconsistent, or include disallowed content

Ad title best practices

• Spell out the value clearly: make it immediately clear what the product offers or why it may be useful

• Keep titles concise: use clear, focused language and stay within recommended character limits

• Make titles informative: prioritize clear, useful details over broad marketing language

Ad copy best practices

• Complement the title: add new information rather than repeating the same message

• Expand on the value proposition: provide more detail on benefits, features, or use cases

• Keep the message easy to understand: use straightforward language that helps users quickly evaluate the offering

Landing page best practices

• Link to the most relevant destination: use product pages, collections, or content pages rather than defaulting to a generic homepage

• Create a seamless path to action: a clear connection between ad and landing page helps users move more smoothly from interest to action

• Add tracking parameters directly to destination URLs: you can include your own UTM parameters for each creative

• Ensure landing pages are valid and reachable: all landing pages must use valid links and must not block OpenAI user agents (OAI-AdsBot and OAI-SearchBot)

Image best practices

• Keep images simple and relevant: use clear visuals that support the message of the ad

• Avoid overly abstract or cluttered visuals: keep images straightforward and easy to interpret

• Align images with the ad message: where possible, ensure the visual matches the title and copy so the creative feels cohesive