Digital advertising has long followed a simple pattern: a user needs something, searches on Google and advertisers try to appear among the results. Today, users increasingly describe their needs in natural language, compare options and ask AI for recommendations. This creates a new advertising space: ChatGPT Ads are now available to advertisers in Croatia.
From keyword to conversation
Classic search often begins when users already know what they need. AI conversations can begin earlier, when they are still defining a problem, comparing options and setting priorities.
For advertisers, the question is no longer only which searches to appear in, but which situations the brand should be relevant in.
What are ChatGPT Ads?
ChatGPT Ads are clearly labelled paid messages displayed separately from ChatGPT's answer. Advertising does not influence the model's response, and advertisers do not receive access to private conversations.
The context and intent of a conversation can help determine relevance. This shifts campaign thinking from “What did the user type?” to “What is the user trying to achieve?”
A new channel is not the goal. Results are.
ChatGPT advertising can complement Google Ads, SEO, analytics and social media. Success should be measured through meaningful actions after the click: visits, inquiries, purchases and business value.
A new channel is useful when we know how to turn it into a business result.
Be present where decisions begin
People increasingly use AI to research, compare and make decisions. ChatGPT advertising gives brands a chance to appear at this new moment in the customer journey.
At Telum, we connect this opportunity with your wider digital strategy, measurement and campaign system.