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How to create a Click To WhatsApp Ad using Ads manager (Meta)

  • Updated

Index:

  1. Why use Click To WhatsApp Ads
  2. How to create Click To WhatsApp Ads
  3. Best practices for creating Click To WhatsApp Ads

Why use Click To WhatsApp Ads

Click to WhatsApp is a new ad format from Meta that shortens the consumer's journey, taking people from major social networks directly to WhatsApp with just one click.

Click to WhatsApp is an option to streamline the customer's journey in the marketing funnel, as it allows any user to start a conversation with a number without adding it to their contacts, with just one click.  This way, leads gain a unique experience with the company, in an official brand contact on WhatsApp.

Additionally, with the Click Tracker, Blip provides a clear view of the results of your ads, allowing you to direct your investments towards strategies that work for your business.

 

How to create Click To WhatsApp Ads

To create a Click To WhatsApp ad, your Facebook page must be connected to a WhatsApp number. For more details, click here.

  1. Access Facebook Ads Manager and create a new campaign. 
  2. Select “traffic,” “engagement” or “sales” as your objective and click continue.

  1. In the Ad Set configuration, choose “Messaging Apps” as the conversion option.
  2. Select “Click to message” as the ad type.

  1. Choose WhatsApp as the destination App;
  2. Select the phone number connected to your page, to which you want to direct your users to continue the conversation.

  1. Choose “maximize the number of conversations” as the campaign objective.

Important: Conversation start metrics are temporarily unavailable in the Ads Manager metrics panel, but you can track the total conversations generated using the Click Tracker.

  1. Set the budget, duration, and audience for your ad set;
  2. Click continue to configure your ad.
  3. Select the media that will be used in your campaign and insert the main message;
  4. Define the headline, that is, the call-to-action message that will appear next to the WhatsApp button in your ad:

Also, set the ice-breakers, those pre-set messages that will encourage your user to start the conversation after being directed to WhatsApp. 

To do this, click on edit in the Message Template section: 

There you go! Now just publish your ads, and new conversations will start appearing in your intelligent contact.

Best practices for creating Click To WhatsApp Ads

Below, we list some best practices that should be followed to achieve good results with Click To WhatsApp ads:

  • Budget: The amount invested in the promotion of CTWA ads is a crucial variable for the success of the strategy because it is directly related to the ad distribution algorithm's learning. To get the algorithm out of the learning phase, you need your ad to have a minimum of 50 conversions (given your goal) within a period of up to 7 days.
  • Audience: CTWA Ads bring users into WhatsApp to interact with your brand, as if the consumer had chosen to enter the store after seeing your storefront. Use data from Blip and the brand's CRM to create richer segmentations to target CTWA ads.
  • Creative: Make it clear that after clicking on the ad, your user will initiate a conversation with the brand on WhatsApp. Pay attention to the content of your creative, and remember that starting a conversation on WhatsApp is a significant step for the user.
  • Ice-breaker: icebreakers are pre-written messages that prevent the user from having to formulate the message they will send, encouraging them to start the conversation. Understand the topics most sought after by your users, or try to anticipate the questions people will have when clicking on your ad, and define them as ice-breakers for your ad.
  • Personalization: After sending the first message to the brand on WhatsApp, it is important that the user is directed to a personalized flow, continuing the journey they started on social media. Use the variable contact.extras.sourceID to identify the origin ad of your user and guide them in the conversational flow:

It is important to remember that there is no magic formula for creating good Click To WhatsApp ads. Just like any lead generation and qualification strategy, it will be important to experiment and make adaptations to understand what makes sense for your business.

  • And to track the ads and strategies that generate the best results, you can rely on the Click Tracker!

For more information, visit the discussion on the subject at our community or videos on our channel. 😃

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