How to use conversational intelligence to optimize online ads – Blip | Blip Help

Index

Why connect Blip to your marketing strategy on Meta, Google, and TikTok
1. How to connect Meta, Google, and TikTok channels
Managing events for online ad optimization

Why connect Blip to your marketing strategy on Meta, Google, and TikTok

Contact via WhatsApp goes far beyond conversation. Conversational intelligence transforms interactions into actionable marketing signals, capable of guiding media decisions and increasing the performance of Click to WhatsApp campaigns.

By connecting Blip to Meta, Google, and/or TikTok, your media strategy starts using real conversation data to boost demand generation, improve ROAS, and optimize conversational marketing campaigns.

Whenever a user starts a conversation with the brand, these interactions are converted into insights that feed the continuous optimization of campaigns.

When we talk about ad optimization, we refer to the process in which platform algorithms use conversational signals to identify which audiences are more likely to converse and convert. In general terms, the more relevant signals are sent, the better the distribution and performance of the campaign tend to be.

In this context, Blip allows the triggering of multiple conversational signals, enriching the algorithms' learning, increasing the precision of ad delivery, and boosting the results of Click to WhatsApp campaigns.

How to connect Meta, Google, and TikTok channels

How to connect your channels:

Access Conversational Ads and click on Channel Connections.
Select the desired channel and log in to your Ads Manager account through the modal that will appear.
Follow the instructions on the screen to finalize the Blip integration.

Attention for Google: In addition to the steps above, it is necessary to provide your Google Customer ID to your CSM to complete the setup.

To find out how to find your Customer ID click here.

Managing events for online ad optimization

Blip guarantees conversational intelligence to optimize your online ads. Currently, this intelligence can be extracted through relevant lead interactions throughout the conversational flow, such as conversation and conversion events. See how to transform conversational intelligence into conversation and conversion events here.

1. The types of events that generate conversational intelligence

Conversion events:

The conversion event is the conversation stage defined as the ad's success goal, being counted whenever a lead reaches this point in the flow. At that moment, the selected event will be sent to Meta, Google, and TikTok and will be used to optimize the ad distribution. Additionally, conversions will be counted and presented in the ad performance reports, allowing you to perform more detailed analyses of conversational marketing strategies.

2. How to use the conversion event for optimization on Meta, Google, and TikTok

Selecting the event

To select the conversion event for Meta, Google, and TikTok ads, go to the “Event Manager” menu and choose the channel. There you will see the “Conversion event” section:

In the “Event (category)” field, all events created in the conversation flow will be listed. The name that will appear will be the one configured as “category” in the event track. Search for and select the desired event.

Attention: The conversion event will only be listed if there is at least one record made by the platform; that is, it is necessary for a lead to have already been converted at least once so that the platform creates the event and enables the location of this event in the listing on this screen. You can perform a “fictitious conversion” with your WhatsApp number just to enable the event, as the test will not be linked to the campaign. However, this will record an event in other platform modules such as Analysis and Customer Service Reports. Evaluate the need to apply this method.

In the “Optimization type” field, the options “lead” and “purchase” will be listed, which are the objectives established by Meta for performing ad optimization, respecting more faithfully what the brand expects as a result.

To confirm the selection, click the “Save” button.

3. How to use the conversation event for optimization on Meta, Google, and TikTok

Conversation events

Conversation events are any stages of the conversation that are relevant to analyzing your ad. Whenever a lead coming from an ad reaches any of the selected stages, Blip will send the signal to Meta, Google, and TikTok, allowing conversation data to be used for measurement in Meta Ads Manager.

Conversation events are not considered conversions, and as a best practice, they should be stages that precede conversion, such as a funnel build.

How to select conversation events

To select a conversation event in Meta, Google, or TikTok ads, access the "Event Manager" menu and choose the desired channel. The configuration will be available in the "Conversation events" section:

In the “Event (category)” field, all events created in the conversation flow will be listed. Reminder: the name that will appear will be the one configured as “category” in the event track. Search for and select the desired event.
In the "Channel standard event" field, you will find the pre-defined actions by Meta, Google, or TikTok that Blip recognizes as valid for campaigns. The goal is to map how your flow event ('category' Event) should be interpreted by Meta, associating it with one of these standard events.

You can add up to 10 events by clicking the “New event” button and repeating the field entries.

To confirm the selections, click the “Save” button.

For more information, access the discussion on the subject in our community or the videos on our channel. 😃