The short version
A context hint is a plain sentence that tells OpenAI's system something true about your offer that the ad and landing page do not make obvious. It informs relevance. It does not control delivery.
What OpenAI asks you to describe
OpenAI frames it as one question. What else should the system know about your product, who it helps and when it is useful?
| Angle | What goes in it |
|---|---|
| What | Features, services, pricing, availability, service areas |
| Who | The needs, preferences or circumstances your offer suits |
| When | The situations or decisions where it is useful |
Each hint covers one idea. It does not need all three angles. Write a natural phrase, not a string of disconnected keywords.
The four qualities
OpenAI says strong hints are additional, specific, relevant and accurate. Additional means it adds context beyond the ad and page. A detail can already be on the page and still help if the hint ties it to a need. OpenAI's own example is "breathable running shoes for training in warm weather", which explains why the feature matters.
What hints cannot do
This is where search habits cause trouble. OpenAI's wording is that hints are not targeting rules or delivery instructions.
| Describes the business, fine | Delivery instruction, does not work |
|---|---|
| Residential plumbing available across Dubai and Sharjah | Show this ad only to people in Dubai |
| Open for emergency call outs after 10 pm | Only run at night |
| Built for companies with 20 to 200 staff | Exclude small businesses |
Wanting to reach a group does not make your offer relevant to it. People also do not need to use your exact words for the need to match.
Worked examples for UAE businesses
These are illustrations written by us, following OpenAI's guidance. Use details that are true for your business.
| Business | Weak hint | Stronger hint |
|---|---|---|
| Office fit out contractor | Office fit out Dubai | Turnkey office fit out in Dubai for 2,000 to 10,000 square feet, including building management and authority approvals |
| Accounting firm | Accounting services UAE | Corporate tax registration and filing for UAE mainland and free zone companies filing for the first time |
| Furniture ecommerce | Sofas online | Made to order sofas delivered across the UAE in three weeks, with fabric samples sent before purchase |
| Car leasing | Car lease Dubai | Monthly car leasing for new UAE residents who do not yet have a local credit history |
| B2B software | HR software | Payroll software that handles WPS files and end of service gratuity for UAE employers |
Structuring ad groups around hints
OpenAI's advice is to give each ad group a clear focus and to split use cases that need different messaging or landing pages. A fit out firm would separate new office fit out from office refurbishment. Same company, different need, different page, different hints.
Inside each group, write several ads. OpenAI says a high volume of distinct title and copy variations lets the system find more moments where you are relevant, and that each variation should bring a different angle, not repeat the same line.
A quick test before you save
Read the hint aloud. If it could describe any competitor, it is too generic. If it tells the system to do something, it is an instruction and will be ignored. If it would be false next month, put a reminder in the calendar to change it.
Quick answers
Are context hints keywords?
No. OpenAI says they are not exact match keywords or targeting rules, and they do not guarantee delivery for particular conversations or audiences.
Can a context hint limit my ads to Dubai?
No. OpenAI says hints cannot enforce geographic limits, schedules or exclusions. Describing your service area is fine. Restricting delivery needs the supported targeting controls.
Where do I add context hints?
At ad group level. Group hints around one product, service, theme or customer need.
How often should hints change?
Whenever features, pricing, promotions, availability or service areas change. OpenAI lists accuracy as one of the four qualities of a good hint.