Mery Hayles

Senior Product Marketing Manager

Adthena

 

With a background managing millions in ad spend for major brands, Mery Hayles is an ex-agency PPC expert turned Senior Product Marketing Manager at Adthena - the AI search intelligence platform used by enterprise brands and agencies to track competitive paid search activity across Google and emerging AI surfaces. She specialises in translating search intelligence into actionable insight for paid search teams.

Most recently, Mery presented at SEM Stories on the real-world PPC impact of AI Overviews - a data-driven session that cut through the speculation with account-level evidence. She brings the same approach to ChatGPT Ads.

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Session topic:

Early Lessons from ChatGPT Ads: A Data-Driven Breakdown

ChatGPT now serves ads to 900 million weekly active users - and the competitive landscape is forming faster than ever. But what does the data actually show?

Drawing on 300,000+ prompts indexed daily, this session shares real findings from the first months of ChatGPT Ads activity: who's advertising, on what kinds of queries, and what's still wide open. The intent patterns are different from Google in ways that matter - and brand comparison queries are already being targeted by competitors, often without the brand knowing.

Key takeaways:

  • How ChatGPT prompt intent differs from Google search queries - and why that changes how you think about ad context and messaging.
  • Why your brand's comparison queries may already be targeted by competitors, and how to find out.
  • What's genuinely unknown about this channel right now - and what signals to watch before committing budget.