Targeting & creative

Connect the customer situation, the ad and the page.

Build a coherent ChatGPT ad journey. Learn when to separate intent groups, how to review creative examples and where each landing page should lead.

A useful targeting idea should change something about the advertisement or its destination. If every customer situation leads to the same vague promise, adding more hints will not clarify the offer. Start with the decision a visitor is trying to make, then follow it through the whole draft.

This path connects three pieces that are often reviewed separately: context hints, ad copy and landing pages. Use it when you have an offer but are unsure how to organise the audience ideas or decide whether the creative actually follows through.

Start with the decisions

Questions that move you forward.

01

Do these ideas belong in one ad group?

Read the same ad against each customer situation. If it remains accurate and leads to a useful page, the ideas may belong together. If one needs a different promise, product range or next step, consider a separate group. Start with differences you can explain.

Understand campaigns, groups and ads
02

Does a hint describe a need or just a category?

Add the circumstance that makes your offer useful: available space, delivery needs, a comparison or a service problem. Use the targeting settings available in your account for operational boundaries. A place name or exclusion written inside a hint does not establish those controls.

Write and review context hints
03

Is the ad specific enough to earn the next click?

Check that the reader can identify the offer and that every claim is supported. Review examples for the relationship between the situation, promise and destination. Treat sample copy as an explanation of a decision; adapt it to facts your own business can substantiate.

Study annotated ad examples
04

Should you use a homepage or a dedicated page?

Choose the page that answers the advertised need with the least searching. A focused service page may explain scope and enquiry details; a collection page may help someone compare relevant products. Open the destination on a phone and try the action you are asking for.

Review the destination and next step

Review one complete journey at a time

  • The customer situation is relevant to an offer you can fulfil.
  • Hints in the same group support a coherent ad and destination.
  • Copy makes claims the destination can substantiate.
  • Locations and other account settings reflect your real service limits.
  • The page explains the offer and makes the next action understandable.
  • Your team has a record of the draft and why it was chosen.
Read in an order that connects

Build the journey in this order

  1. 1

    What are context hints? A practical guide to ChatGPT ad targeting

    Translate a broad product or service category into a customer situation worth exploring.

  2. 2

    ChatGPT ad examples: three briefs from customer need to landing page

    See how one situation changes the wording, supporting evidence and destination of a draft.

  3. 3

    A ChatGPT ads landing page that follows through on the offer

    Check that the visitor can find the promised information and complete the intended action.

  4. 4

    How to track ChatGPT ads with UTMs and useful conversion checks

    Give the finished journey a consistent name so that you can recognise its visits and outcomes.

Explore more of this topic

Customer needs and research20
Working with context hints20
Writing and reviewing ads20
Images and creative decisions20
Landing page content and structure20
Forms, quotes and bookings15
Evidence that helps customers choose15