ChatGPT Advertising. Prepare your acquisition for conversational search.
Search journeys are evolving. MD Sherpa helps companies in French-speaking Switzerland anticipate new ad formats in conversational interfaces and integrate them into their acquisition strategy.
A new channel to integrate with method, measurement and perspective.
- 01QUESTION
The prospect expresses a need.
- 02INTENTION
Context and objective become clearer.
- 03ACTION
A company or solution becomes a touchpoint.
Search no longer always starts with a list of results.
In a conversational interface, a user can refine their question, add context and gradually sharpen their need before discovering a solution.
- 01Search
- 02Ad
- 03Site
- 04Action
- 01Question
- 02Context
- 03Intent
- 04Touchpoint
- 05Action
TWO JOURNEYS.ONE BUSINESS GOAL.ONE MEASUREMENT STANDARD.
Google Ads and ChatGPT Ads do not answer at exactly the same moment of the journey.
The point is not to replace one channel with another, but to understand how several touchpoints can take part in the same acquisition strategy.
- 01Expressed intent
- 02Active search
- 03Ad
- 04Landing page
- 05Conversion
- 01Question
- 02Context
- 03Conversation
- 04Touchpoint
- 05Action
TWO DIFFERENT JOURNEYS.ONE SAME GOAL:MEASURABLE ACQUISITION.
A new channel does not dispense with a rigorous method.
MD Sherpa approaches ChatGPT Ads as an acquisition lever to integrate, measure and analyse with the same level of care as the other channels.
STRATEGIC THINKING
Identify the goals, audiences and situations where this channel can be relevant.
CAMPAIGN PREPARATION
Structure the elements needed to launch and experiment.
JOURNEY INTEGRATION
Connect the new touchpoints to the site, the offers and the expected actions.
MEASUREMENT
Define the useful actions and the signals to track.
ANALYSIS
Understand the results and separate useful signals from noise.
EXCHANGES & DECISIONS
Explain the results with the client and prioritise the next actions.
A conversation has marketing value only if it can lead to a useful action.
The question is not only to generate visibility. It is to understand how an exchange can become a touchpoint, then a measurable action.
A new format does not fix a poorly prepared offer, site or journey.
Before testing a new channel, you must clarify what the company wants to obtain, where to send the prospect and how to measure the action that follows.
- 01GOAL
Which action do we want to generate?
- 02OFFER
Which proposition should be highlighted?
- 03TOUCHPOINT
Which page, form or channel should take over?
- 04MEASUREMENT
How do we know if the journey produces a useful result?
A new channel must be measured with the same standards as the rest of acquisition.
The available signals may evolve with the formats. The measurement architecture must stay focused on the actions that truly matter to the business.
ACTIONS
- Site visit
- Form
- Call
- Appointment
- Purchase
DATA
- Events
- Conversions
- Sources & journeys
- Online signals
- Offline signals
READING
- Result
- Context
- Explanation
- Priority
- Decision
ACTIONS→DATA→READING
Observe, learn, explain, adjust.
- 01FRAME
- Goals
- Audience
- Offer
- Measurement
- 02TEST
- Messages
- Formats
- Journeys
- Touchpoints
- 03ANALYSE
- Results
- Behaviours
- Conversions
- Signals
- 04DECIDE
- Continue
- Adapt
- Reinforce
- Stop
Results must stay understandable.
MD Sherpa takes the time to explain what is evolving, what the data really lets us conclude and which decisions deserve to be made with the client.
ChatGPT Ads can be relevant if you want to prepare a new touchpoint in your acquisition.
- 01
You want to anticipate new ad formats in conversational interfaces.
- 02
You want to test this channel without isolating it from your Google Ads strategy and your tracking.
- 03
You want to understand how conversational journeys can lead to your site, your offers or your teams.
- 04
You want to experiment with a clear logic of measurement, analysis and decision.
The new channel makes more sense when connected to the rest of acquisition.
Before integrating ChatGPT Ads into your acquisition.
Positioning, complementarity, measurement or experimentation: a few pointers before starting.
Let's talk about your acquisition strategy.
You want to understand how ChatGPT Ads could fit into your campaigns, your tracking and your customer journey? Let's discuss your context.