Michelle McKelvey

Michelle McKelvey leads Agency Partnerships for OpenAI across Europe and the UK. Previously, she held agency-partnership roles at Meta and advertising sales roles at Google.
She now works with agencies to explore the opportunities in conversational AI, translating new product developments into practical strategies and campaign ideas for their clients.

Presentation Title:
"From Conversation to Conversion: A Performance Playbook for ChatGPT Ads"

A practical look at how brands and agencies can build a thoughtful ChatGPT Ads test and turn the results in to better decisions. The session would cover:
• Understand the opportunity: where conversational discovery fits in the customer journey and how to choose a clear role for ChatGPT Ads.
• Build a useful test: align the objective, creative, context and landing page; keep the structure focused and avoid common setup mistakes.
• Measure and improve: establish conversion tracking, interpret results alongside other channels and use what we learn to decide what to change or scale.