18 sep 2026
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Maar hoe werken ChatGPT Ads precies? Wie krijgt ze te zien, waarom verschijnen ze, en vooral: wat betekenen deze nieuwe advertenties voor bedrijven en hun online marketingstrategie?","header_variant":"full","image":{"alt":"Een schermafbeelding van een smartphone-scherm met een ChatGPT-chat die Endeavour Heroes aanbeveelt voor AI-marketing","height":620,"loading":"lazy","max_height":620,"max_width":1240,"src":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Endeavour%20Heroes/%5BHeroes%5D%20Blogs/chatgpt-ads-heroes-blog.jpg","width":1240},"labels":[{"text":"16 september 2026"},{"link":{"no_follow":false,"open_in_new_tab":false,"rel":"","sponsored":false,"url":{"content_id":null,"href":"/specialist/","href_with_scheme":"/specialist/","type":"EXTERNAL"},"user_generated_content":false},"text":null}],"module_id":191630456668,"small_link":{"no_follow":false,"open_in_new_tab":false,"rel":"","sponsored":false,"url":{"content_id":null,"href":"https://endeavourheroes.nl/kennisbank","href_with_scheme":"https://endeavourheroes.nl/kennisbank","type":null},"user_generated_content":false},"small_link_text":"Alle Insights","title":"ChatGPT Ads: Wat zijn deze nieuwe advertenties, en wat betekenen ze voor jouw bedrijf?"},"child_css":{},"css":{},"id":"Heroes_Insights_Hero","label":null,"module_id":191630456668,"name":"Heroes_Insights_Hero","order":18,"smart_type":null,"styles":{},"type":"module"},"Text_2":{"body":{"html":"

Wie krijgt ChatGPT Ads te zien?

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Niet iedereen op ChatGPT ziet de advertenties. OpenAI heeft duidelijke grenzen gesteld aan wie bereikt kan worden:

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• Niet ingelogde, ‘Free’ en ‘Go’-gebruikers kunnen wél advertenties zien. De gebruikers zien niet altijd een advertentie, alleen wanneer deze relevant is voor het gesprek dat ze op dat moment voeren.
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• ‘Plus’, ‘Pro’, ‘Business’ en ‘Enterprise’-accounts zien géén advertenties.
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• Ook aan gebruikers onder de 18 jaar worden geen advertenties getoond. Naast het vragen om een geboortedatum gebruikt ChatGPT ook leeftijdsvoorspelling om de leeftijd van gebruikers vast te stellen. Hierbij letten ze onder andere op gespreksonderwerpen, tijdstippen waarop ChatGPT gebruikt wordt en hoe lang het account al bestaat.
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Hoe werkt het adverteren?

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Het grootste verschil met Google Ads, is dat ChatGPT Ads geen traditionele zoekwoorden gebruikt. Je biedt dus niet op losse termen zoals ‘laptop kopen’.

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In plaats daarvan werk je met de zogenaamde ‘Context Hints’. Dit is een vrij tekstveld in de campagne-instellingen, waarin je beschrijft in welke type gesprekken, onderwerpen of klantsituaties jouw product of dienst relevant is. ChatGPT koppelt jouw advertentie vervolgens via een relevantiegewogen veiling aan de volledige context van de gehele chat. Hierbij gaat het erom welk probleem de gebruiker probeert op te lossen, en niet op welke specifieke zoektermen er worden gebruikt.

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Wat heb je nodig voor een ChatGPT Ads campagne?

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Om een campagne te starten heb je een aantal dingen nodig:

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• Een eigen bedrijfsaccount: OpenAI heeft op dit moment geen overkoepelend systeem. Jouw campagne wordt daarom direct ingericht binnen jouw eigen account.
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• Advertentiemateriaal: Een advertentie bestaat uit een kop (max. 50 tekens, ons advies: max. 30 tekens, anders wordt de titel afgekapt), een beschrijving (max. 100 tekens, ons advies: max 65 tekens anders wordt de tekst afgekapt), een vierkante afbeelding en een relevante landingspagina.
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• Een budget: OpenAI hanteert een minimaal campagnebudget van €15,00 (of $25,00) per dag.
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Hebben de advertenties invloed op de antwoorden die ChatGPT geeft?

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Nee! OpenAI heeft expliciet aangegeven dat de advertenties geen invloed hebben op de antwoorden van ChatGPT. Advertenties draaien op systemen die losstaan van het chatmodel en adverteerders kunnen de reacties van ChatGPT niet sturen, rangschikken of wijzigen. De advertenties zijn daarbij ook duidelijk gelabeld als advertentie, en verschijnen onderaan de chat, niet ertussendoor.

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Dit betekent dus dat je een plekje in het organische antwoord van ChatGPT niet kan ‘kopen’. Met Ads pak je directe, betaalde zichtbaarheid. Wil je dat de AI jouw merk of bedrijf spontaan noemt en aanbeveelt wanneer een potentiële klant ChatGPT om advies vraagt? Dan komt GEO om de hoek kijken. GEO optimaliseert je complete online aanwezigheid, van je eigen website en socials, tot artikelen in vakmedia, zodat AI-modellen jouw merk gaat begrijpen, vertrouwen en gaan tonen in de chat.

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ChatGPT Ads en GEO combineren

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Is de één dan beter dan de ander? Zeker niet. Het zijn twee verschillende middelen met een heel ander doel. Zie ChatGPT Ads niet als vervanging van GEO, maar als een mooie aanvulling.

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• Dubbele autoriteit: Word je genoemd in het inhoudelijke antwoord én staat jouw advertentie er vlak onder? Dan ziet de gebruiker jouw merk als de absolute marktleider.
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• Volledig bereik: Je spreekt zowel de snelle beslisser aan (die op de advertentie klikt) als de lezer die op het inhoudelijke advies van ChatGPT vertrouwt.
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Samen zorgen GEO en ChatGPT Ads voor een complete AI-marketingstrategie, waarmee jij jouw concurrenten voor kunt blijven.

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Conclusie

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ChatGPT Ads bieden een krachtige nieuwe manier om direct zichtbaar te zijn op het moment dat jouw doelgroep advies zoekt en keuzes maakt. Door betaalde advertenties te combineren met GEO, zorg je voor een complete AI-marketingstrategie om jouw concurrenten een stap voor te blijven.

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De ontwikkelingen binnen AI-marketing gaan sneller dan ooit. Voor veel marketingteams is het een uitdaging om deze specialistische kennis snel zelf op te bouwen én bij te houden. Met een van onze Heroes, haal jij de nieuwste AI-kennis direct in huis, ondersteund door de expertise van het hele Endeavour-team.

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