11:00 – 11:10

Bánki Attila

AI doesn't just search anymore – it helps people decide

Why the arrival of ChatGPT marks a paradigm shift in digital marketing.

• ● How does using ChatGPT differ from classic Google Search?
• ● Why is a user who arrives with a specific question or purchase intent especially valuable?
• ● How big is the conversion gap between visitors coming from ChatGPT and those coming from Google Search?
• ● Why should marketers get familiar with this new channel right now?
• ● How much effort does it take to test ChatGPT ads?

 11:10 – 11:20

Jernei Bence

ChatGPT Ads – how does the new ad platform work?

A clear, jargon-free look at how ChatGPT's advertising model works.

• ● Where and how do ads appear in ChatGPT?
• ● How do ChatGPT Ads differ from a Google Search or Meta campaign?
• ● What campaign and targeting options are available?
• ● CPC, campaign objectives and optimization.
• ● What role do the product, service, creative and landing page play?
• ● What does it mean that ads don't influence the answers ChatGPT generates?
• ● Who wants to give it a try?

 11:20 – 11:30

Bánki Attila

Which brands should be considering ChatGPT Ads?

Helping clients decide whether the new channel is truly relevant to them.

• ● Which products and services are likely to be a particularly good fit?
• ● How do we find the questions potential customers are asking AI?
• ● On which topics can we gain an edge over competitors?
• ● Who wants to give it a try?

 11:30 – 11:40

Jernei Bence

ChatGPT Ads strategy – don't just advertise, be relevant

Why you can't simply copy and paste Google Ads logic into an AI environment.

• ● How do we build a ChatGPT Ads campaign structure?
• ● What kind of messaging works in a conversation-based environment?
• ● Why might it be a mistake to treat it as just another standalone channel?

 11:40 – 11:50

Bánki Attila

Measure it, too – how do AI ads turn into business results?

Testing ChatGPT Ads only makes sense with the right measurement framework in place.

• ● Which KPIs should you track?
• ● Impressions, CTR, CPC, conversion rate, CPA and ROAS.
• ● Which conversions should we measure?
• ● Pixel / Conversions API and other tracking options.
• ● How do we compare ChatGPT Ads performance with Google and Meta?

 11:50 – 12:00

Jernei Bence

Questions and answers

“The question isn't whether ChatGPT will replace Google. It's whether your brand will be part of the decision when your potential customer stops asking Google for recommendations and starts asking AI.”