Reaching book readers in Open AI’s GPT Store - Books GPT

Campaign Overview
Advertiser: Bookwire (Frankfurt am Main)
Placement: OpenAI’s Books GPT (Global)
Campaign Period: May – June (2 months)
Total Ad Spend: $5,000
Markets Targeted: Germany, United Kingdom, United States, Spain
CPC Cap: $1.25

TL;DR
Bookwire used Thrads’ self-serve platform to deploy Conversational Native Ads into Books GPT in under 5 minutes, investing $5K over two months. Results: $0.95 average CPC (–24% vs $1.25 baseline), 6.1% CTR (×3.1 vs 2% benchmark), 4.5× purchase ROAS, and $22,500 in attributed revenue.

1 Context & Objectives

Bookwire, a publishing-tech firm managing 1.5 million e-books and 300,000 audiobooks for 3,500+ publishers, wanted to test monetizing real-time reader intent in Books GPT—one of the GPT Store’s most popular apps.

Objectives:

• Reduce avg. CPC to ≤ $1.00 (vs $1.25 baseline)

• Achieve CTR ≥ 3.5% (vs 0.9% open-web)

• Deliver ≥ 4.5× ROAS within 60 days

• Generate ≥ $20K incremental revenue

2 Audience & Targeting

Sweet Spot: AI-native readers seeking book recommendations in real time.
Demographics: Book-enthusiasts aged 25–54, English- and German-speakers.

Geography & Budget Split:

• United States: $2,000 (40%)

• Germany: $1,500 (30%)

• United Kingdom: $1,000 (20%)

• Spain: $500 (10%)

3 Solution & Execution

A. Campaign Setup (< 5 minutes)

• Bookwire logged into Thrads’ dashboard.

• Selected Books GPT placement, set $5K budget and $1.25 CPC cap.

• Chose geographic targets (US, DE, UK, ES).

• Enabled real-time ad creative generation contextual to each chat.

B. Contextual Triggering

• Trigger Logic: Ads appeared when users asked for recommendations (e.g., “What should I read next?”).

• Dynamic Creative: Thrads pulled cover art, title, and price, adapting copy to context.

C. User Flow

• In-Chat Ad Card displayed natively inside Books GPT responses.

• Single tap deep-linked to Bookwire’s retailer checkout, pre-filled with format (e-book/audiobook).

4  Detailed Results

• Device Breakdown: Mobile 72 %, Desktop 28 %
  
  

• Peak Engagement: 6 pm–10 pm local time

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Note: Even against a conservative 2% benchmark, a 6.1% CTR (≈×3.1 lift) shows how intent-rich, real-time conversational context drives outsized engagement.

5 Why It Worked

• Ultra-rich data signals – Thrads harvests long-form chat prompts, giving deep insight into user intent for hyper-relevant creative.

• Immediate context proximity – ads serve at the exact moment of need, minimizing wasted impressions.

• Programmatic self-serve – zero dev lift, no manual placements—Bookwire launched in minutes and optimized in real time.

• Seamless UX – native in-chat cards feel like part of the conversation, boosting trust, clicks and conversions.