Early returns from some of ChatGPT’s advertising trials are in, with one brand's click-through rates falling far below industry benchmarks.
According to research from AI search intelligence platform Adthena, which currently indexes over 40,000 daily prompts on large-language-models (LLMS), some of its clients have been underwhelmed with their ChatGPT Ads trial so far.
A client of Adthena has seen a click-through-rate (CTR) of just 0.91% on its ads within the LLM, far below the 6.4% benchmark for traditional Google search in the same sector. This is indicative of nearly 7X less engagement.
“Meanwhile, a separate enterprise advertiser had used just 3% of a $250K budget after several weeks – a clear sign the platform isn't delivering spend at scale,” said Ashley Fletcher, CMO & VP of People at Adthena.
He added: “Early data from Adthena's clients tells a continued cautionary tale as OpenAI’s trial of ads on ChatGPT evolves.
“Measurement capabilities also appear to be troubled. Despite the launch of an Ad Manager tool, a major reporting glitch blocks visibility into their own data, making it all but impossible to optimise activity and understand ROI.”
These challenges signal that there is currently little visibility for brands hoping to analyse their paid search activity within ChatGPT.
“The bottom line is this platform is still finding its feet,” Fletcher concluded.
Source: Performance Marketing World.
