Digital Gurus

Prompt

A prompt is what someone types or says to an AI assistant: a question, a request or a description of what they need.

Reviewed by Chris Day, COO Last reviewed

Google Search 4 words

office coffee delivery manchester

Matched on the words. The ad shows because a keyword such as “office coffee delivery” is in the search.

ChatGPT 24 words

We're a 30-person design studio in Manchester and our coffee machine keeps breaking. What are our options for good coffee without leasing a machine?

Matched on the situation. The ad shows because the prompt is about “keeping an office team in good coffee”.

One need, written as a search and as a prompt, and what each kind of ad matches.

What it means for your advertising

Prompts are longer and more specific than searches. A search is a few keywords; a prompt often explains the situation, the constraints and who it's for, in full sentences.

That changes how ads are matched. Search ads match the words. ChatGPT ads match the situation the prompt describes (conversation context), so you don't have to guess the exact wording people will use.

An example

Looking for office coffee on Google, someone might type “office coffee delivery manchester”: 4 words. Asking ChatGPT, the same person writes 24 words about their studio, their broken machine and what they don't want.

Java Roasters is a fictional business, and its figures are illustrative.

How we handle it

You don't write prompts or keywords for a ChatGPT campaign. We describe your customers' situations from your plan, and the platform matches your cards to conversations about them. Compare ChatGPT advertising with Google Search advertising.

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