ChatGPT Ads, Meta’s Manus, and Why Test-and-Learn Is No Longer Optional

The world of paid media is constantly shifting, and staying ahead means keeping up with the latest trends and technologies. In this Paid Media Monthly recap, we’re diving into the buzz around ChatGPT ads, Meta’s lesser-known AI tool, the evolving landscape of Performance Max, and how to truly master the art of testing and learning.

Key Takeaways

• ChatGPT Ads are Coming: While still in testing in the US with select brands, Exposure Ninja has registered interest and will be among the first to test and share insights.
• Meta’s Manus AI: This AI tool, integrated into Meta’s Business Manager, offers a different approach to AI assistance for paid social, with potential for account auditing and pitch creation.
• Performance Max Deserves a Second Look: Early criticisms of PMAX have faded as more best practices emerge, highlighting its potential when implemented correctly.
• Test and Learn is Essential: With constant changes in tracking, optimization, and AI, a dedicated budget and mindset for testing are no longer optional but a necessity for success.
• Creative is King: Whether it’s visuals, video, or ad copy, investing in diverse and personalized creative assets is a major lever for improving campaign performance.

The ChatGPT Ad Buzz

Everyone’s asking about ChatGPT ads: when are they coming, how can we use them, and will they be effective? The short answer is: they’re still in testing in the US, with big names like Sephora involved. But don’t worry, we at Exposure Ninja have already signed up to be early testers. As soon as the platform is live, we’ll be diving in, testing, and sharing what we learn about getting the best results.

While the exact ad format is still being figured out, with some appearing at the bottom of chats, it reminds us of the early days of Google Ads. They weren’t always as prominent, but they’ve evolved. It’s important not to write off new platforms like this, especially as LLMs are changing how people search and do research. Integrating these into your paid strategy is definitely something to consider.

Budgeting for Innovation: Where Does Your 20% Go?

When it comes to allocating your marketing budget, a common strategy is to put 80% into proven channels and 20% into innovation and testing. But where should that 20% go? It really depends on your goals and budget size. If you have a smaller budget, you might focus it all on one promising area, like ChatGPT ads. For larger budgets, you might spread it across several emerging AI ad platforms over a quarter.

Remember, AI mode ads are available in the US, but not everyone is testing them. Just like Performance Max (PMAX) was initially dismissed by some, new technologies often require a dedicated testing approach. The way people search is changing, so we need to adapt and find new ways to generate business.

Performance Max: A Second Chance?

Performance Max (PMAX) faced a lot of criticism when it first launched. Many brands didn’t get the results they expected and quickly wrote it off. However, the key was often a lack of understanding of its best practices. Like any new campaign type, especially when working with new clients, a test-and-learn approach is vital. We need to set clear expectations, define tests, and gather data. While budgets are tighter now, it’s important not to be too quick to dismiss platforms that might just need a different approach.

Meta’s Manus AI: Flying Under the Radar

While ChatGPT gets all the attention, Meta has its own AI tool called Manus. It looks visually similar to ChatGPT but has a different way of thinking and producing output. What’s interesting for paid social is that it’s integrated directly into Meta’s Business Manager. This means you can use it to audit your accounts or help put together pitches without compromising data integrity or GDPR compliance.

While it’s not a replacement for human strategy, Manus AI can be a powerful assistant. It can help sense-check things, identify potential issues, and streamline processes. Think of it like the self-service checkouts at a supermarket – they help, but you still need a human to oversee and understand the nuances of the business and strategy. LLMs don’t inherently understand brand strategy or business goals, so human oversight is key.

The Importance of Accurate Tracking

No matter your budget size, accurate tracking is non-negotiable. If you’re investing money, you need to be able to measure your return on ad spend (ROAS) and optimize your campaigns effectively. With recent changes in tracking, like consent modes (currently version 2, with version 3 on the horizon), server-side tracking, and offline conversion uploads, it’s more important than ever to have these set up correctly. Without them, you risk conversions dropping off a cliff.

For AI-driven campaigns like PMAX, Demand Gen, and AIX, feeding Google accurate data about what constitutes a good lead (and a bad one) is crucial. This helps the AI learn and avoid wasting budget on unqualified clicks. Investing time in setting up your tracking before spending a single pound on ads can save you a significant amount of money.

Small Budgets, Big Impact: Campaign Strategies

If you’re working with a small budget (say, under £1,000), you need to be strategic. For highly localized businesses, like a plumber within a 30-mile radius, a well-structured search campaign using phrase or exact match can still be incredibly effective. PMAX campaigns need time to learn – typically 30 to 90 days – which might be a luxury you can’t afford with a very small budget.

Consider your attribution model. Even with a small budget, tools like Google Analytics 4 (GA4) can show you how different touchpoints contribute to conversions. If prospects engage on Google and convert on Meta, or vice versa, it might be worth allocating a small portion of your budget to both channels, provided you have enough to make an impact on each.

Creative: The Biggest Lever

When it comes to paid media, creative is often the biggest lever you can pull. While running a hundred different visual ads might be excessive for most, having a variety of creative assets is key. PMAX, for instance, often recommends a significant number of images and videos. This is where investing in creative services becomes important.

Whether it’s simple founder-led "talking head" videos filmed on a smartphone and then professionally edited, or working with content creators, having diverse visuals is essential. Even static images from stock photo sites can be transformed into compelling ads. Google Ads is also introducing generative video tools and AI voiceovers, which can help brands with limited resources create video content directly within the platform.

Campaign Spotlight: Vitality

Looking at Vitality’s ad campaigns, we see a massive number of ad variations, particularly in search. They’re heavily utilizing search ads, even within PMAX campaigns, which often drive the highest conversions. Key takeaways from their ads include:

• Price Incentives: Mentioning starting prices like "from £5 per month" or "from £1.45 a day" is a strong call to action.
• Clear Calls to Action: Phrases like "Get a quote in minutes" encourage immediate action.
• Room for Improvement: While they use USPs like "award-winning," there’s an opportunity to incorporate more pain points and unique selling propositions directly into headlines.

For paid social, Vitality appears to be focusing heavily on video. While some ads lack clear calls to action, others, like remarketing ads for an Apple Watch offer, are more effective. The key is to personalize the message and tell the audience what you want them to do.

Advertising on New Frontiers: Netflix and YouTube

New ad platforms like Netflix and YouTube offer interesting opportunities. Netflix ads, while initially a concern, can be non-intrusive, appearing during pauses. As the platform gathers more data, relevance will improve. These platforms are generally best suited for B2C and e-commerce brands, acting as a way to build brand awareness and support a wider marketing funnel.

YouTube is also evolving, with potential for dynamic ads where pricing can be changed based on the viewer’s location. This level of personalization, along with the ability to retarget users across platforms, is becoming increasingly important for building a comprehensive marketing strategy.

Final Thoughts

The paid media landscape is dynamic, with AI and new platforms constantly emerging. The core principles, however, remain: accurate tracking, strategic budgeting, compelling creative, and a relentless commitment to testing and learning. By staying informed and adapting your strategies, you can continue to drive success for your business.