3 lessons from my first ChatGPT ads campaign

My first ChatGPT ads campaign is wrapped up. Here are the three things I learned.

💡 Lesson 1: 90% of the clicks came from mobile

That surprised me. Maybe the B2C audience had something to do with it. Somehow I assumed people would use desktop more, since that’s where you usually sit down to solve problems.

💡 Lesson 2: ChatGPT ads is a real black box

The results don’t show anything that would help you understand the algorithm or how people behave in the service. There are no hints about what kinds of searches people made. All you get is very rough data: clicks, CTR and impressions.

💡 Lesson 3: You compete on customer understanding

The game is about knowing in what situations people go looking for information, and for what problems. The targeting options are very limited. The biggest lever is the Prompt hints box, where you describe the search situation in language that’s as natural as possible. Something like this:

“A business owner is wondering how to get more customers, how to price their services and how to market them when time and money are short. On their mind are things like LinkedIn posts, a newsletter, writing quotes, and how to keep running everything alone as a solo entrepreneur.”

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Originally posted in Finnish on LinkedIn.