challenge
As AI platforms become a growing part of how consumers search for information and recommendations, advertisers are beginning to explore how paid media fits into these new environments. With ChatGPT Ads Manager still in beta, CSM wanted to better understand the platform’s targeting capabilities, budget delivery, reporting reliability and overall effectiveness before recommending it as part of future client strategies.
solution
CSM launched two traffic-focused campaigns using targeted B2B audience segmentation across multiple Midwestern markets. The campaigns tested both lifetime and daily budget strategies while the team monitored delivery, targeting, optimization opportunities and platform reporting.
The testing revealed that broader audience targeting helped improve campaign delivery and that the daily budget strategy produced stronger efficiency, achieving a 0.74% click-through rate and $4.29 cost per click, compared with a 0.59% click-through rate and $9.09 cost per click for the lifetime budget campaign.
Beyond campaign performance, the test provided CSM with valuable insights into advertising within conversational AI environments. The experience also reinforced the importance of pairing emerging paid AI opportunities with Answer Engine Optimization (AEO) strategies as consumers increasingly turn to generative AI for information and recommendations.
impressions
clicks
conversions
daily budget campaign CTR
