Advertising in ChatGPT is new for travel brands in the Benelux. Below you can read how it works and who it suits. The official information is available from OpenAI.
How do ads in ChatGPT work?
An ad in ChatGPT appears as a clearly labelled block next to or below the answer. It has no influence on the answer itself: ChatGPT keeps answering as it always does. Which ad is shown depends on the context of the conversation, the language and the user’s approximate location.
So you don’t work with keywords as in Google Ads. Instead, you tell the Ads Manager in which situations your ad is relevant, for example “families planning a short break with children” or “couples comparing Mediterranean cruises”. Together with your ad copy and landing page, that decides when you appear.
Who sees the ads?
Ads are shown to users of the free version and of the Go plan. People who pay for Plus, Pro or a business plan don’t see them, nor do users under 18. In the European Union, ads are not personalised for now: they are based on the conversation, not on a user profile.
What does advertising in ChatGPT cost?
You choose how you pay:
- Per thousand impressions (CPM), when visibility is your goal.
- Per click (CPC), when you want traffic to your website.
- Optimised for conversions, when you are steering towards enquiries or bookings. For this you install OpenAI’s pixel, the Conversions API or both.
For click campaigns, OpenAI suggests a starting bid of roughly 3 to 5 dollars per click as a guide. Because the channel is new, prices still fluctuate. Start with a test budget and compare the results with your other channels.
Which travel brands is it right for?
ChatGPT is mainly used to compare and plan. The channel therefore works best for brands that travellers ask concrete questions about:
- Destinations and tourism boards: “Where can I find sunshine in May less than four hours’ flight away?”
- Theme parks and holiday parks: “Which theme park is fun for children aged six and nine?”
- Cruise lines: “Which Norway cruise suits first-timers?”
- Hotels and resorts: “A quiet hotel with a spa in the Ardennes for a weekend?”
Ads and GEO: two sides of the same coin
An ad makes you visible next to the answer. With GEO, Generative Engine Optimisation, you make sure your brand is also mentioned in the answer. That takes clear, factual pages about your offer that answer the questions travellers ask. The strongest approach combines both. Read more on our Search & AI page.
How to get started
- Set one clear goal: visibility, traffic or enquiries.
- Pick two or three situations in which your offer is the best answer.
- Write short, concrete ad copy in Dutch and, for Wallonia and Brussels, in French.
- Send people to a landing page that answers the question straight away.
- Measure conversions and compare with Google Ads and Meta before you shift budget.
Frequently asked questions
Can ChatGPT work my ad into its answer?
No. Ads are separate from the answer and don’t influence it. To be mentioned in the answer itself, work on GEO.
Can advertisers see users’ conversations?
No. You see results such as impressions, clicks and conversions, but no conversations.
Does ChatGPT advertising replace Google Ads?
Not yet. For most travel brands it is an addition. Test it alongside your existing search campaigns and decide based on results.
How it works, what it costs, who it suits and a checklist to get started. Four pages, as a PDF.