Click-to-WhatsApp ads are an effective way to engage customers directly through conversations, allowing businesses to connect with users in real-time. Follow the steps below to create Click-to-WhatsApp ads in Meta Ad Manager.
Before starting with the set-up, please make sure to connect your WhatsApp number to your Facebook page (find more info here).
1. Choose Your Ad Objective: Traffic or Lead Generation
While Click-to-WhatsApp ads are most commonly set up under the Traffic objective, other ad formats such as Lead Generation and Sales Ads have also shown positive results. For the purpose of driving conversations, we recommend setting up your ad as a Traffic ad.
2. Set the Goal: Maximize Conversations
Once you've chosen the ad objective, define your goal in the Meta Ad Manager. From the dropdown list in the setup process, select Maximize Conversations. This option is tailored specifically to boost interactions through messaging apps like WhatsApp.
3. Ad Creative Design: 3 to 10 Variations
To optimize your campaign performance, create 3 to 10 different setups of the ad using different creatives, calls to action (CTAs), and ad text. Here are some ideas for variation:
4. Designing the CTA: Pre-filled Messages or FAQs
When designing the ad's CTA, you have two primary options:
a) Pre-filled Messages:
These allow users to start a conversation with a pre-filled message in WhatsApp. You can customize the message based on your product offering or service, making sure it aligns with the customer journeys in your charles universe. Some ideas for pre-filled messages:
"I would like to be a product tester"
"Show me more"
"Sign me up for Black Friday Deals"
b) FAQ Function:
This option allows users to select from up to five pre-filled questions in WhatsApp, giving them an easier way to interact. Examples of pre-filled questions include:
"What are your product's main features?"
"How can I place an order?"
"What is your refund policy?"
"Do you offer discounts?"
"How do I track my delivery?"
These questions should mirror the primary triggers of your charles Journeys, ensuring a smooth transition into the conversation.
After providing answers to your new leads, make sure to add an opt-in check, so that you can a) track whether it is a new or existing contact b) convert new contacts to WhatsApp sign-ups.
5. Test Different Chat-in Messages and Setups
It’s important to test different configurations to find what resonates most with your target audience. Some ad sets may perform better with pre-filled messages, while others might drive more engagement using FAQs. Try variations such as:
One version with pre-filled messages targeted towards product inquiries.
Another version using FAQs to provide instant answers to common questions.
This A/B testing process will help you identify which setup performs best.
6. Budget: Start Small
We recommend starting with a small budget of approximately €40 daily. This allows you to gather data and analyze performance before scaling up. Always monitor the campaign closely to ensure the budget is being used efficiently.
7. Allow the Algorithm Time to Optimize
The Meta algorithm typically takes about 3 days to start showing noticeable results. During this period, refrain from making any major changes to the ad, as the algorithm needs time to learn and optimize your campaign.
8. Monitoring Performance & Republishing
After some days, the algorithm tends to deprioritize your ad. To maintain performance. Please check the tendencies of your ad on a regular bases so you can react fast to a downward trend:
Take the ad offline after this period.
Republish it to refresh the algorithm's focus and continue driving conversations.
By republishing or creating new variations of the ad, you can prevent ad fatigue and maintain engagement levels.
9. Tracking
Please note that in Meta Ads Manager, you will only be able to view impressions and clicks. Meta does not have access to customer behavior on WhatsApp, so tracking beyond these metrics is limited. For detailed performance and conversion tracking within WhatsApp flows, you will need to use flow analytics in your charles universe.
Conclusion
By following these steps, you can create highly effective Click-to-WhatsApp ads that drive conversations and engagement. Don’t forget to experiment with different creatives, CTA options, and setup variations to find the best configuration for your audience. Keep the budget manageable initially, and closely monitor ad performance to make necessary adjustments over time.