Short answer
Context hints are extra details that help OpenAI understand when your ad is relevant. Write clear, natural phrases focused on one idea: what the offering includes, who it suits, or when it is useful. They inform relevance only; they aren't keywords, targeting rules or delivery instructions.
Good and weak hints
| Weak | Strong (OpenAI examples) |
|---|---|
| running shoes | cushioned everyday running shoes for beginners training for their first 5K |
| plumber | after-hours residential plumbing in [city], with an $89 service-call fee for urgent repairs |
| accounting software | bookkeeping software for growing retailers that need to reconcile online and in-store sales |
What makes a strong hint
- Additional: adds what the ad and page don't already make clear, or connects a page detail to a need
- Specific: a clear phrase, not a list of keywords
- Relevant: based on your best-fit customers
- Accurate: updated when features, prices or service areas change
What hints can't do
- Guarantee your ad appears in particular conversations
- Enforce geography, schedules or exclusions
- Make you relevant just because you want to reach a group
Questions
Do people need to use the exact words?
No. OpenAI says the underlying need or situation can match without the exact wording.
Is there a limit?
Third-party guides report up to 2,000 hints per ad group; OpenAI's article doesn't state a limit.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
