Meta Campaigns Setup for WhatsApp

Meta Campaigns Setup for WhatsApp


Meta campaigns offer a great opportunity to enhance awareness, generate traffic, and elevate sales on WhatsApp. Recently, Meta has introduced a number of updates that offer exciting opportunities for maximizing your channel's potential.

Campaign Creation

Here are the steps you need to take in order to see your options:

1. Go to your Facebook Ad Manager.
2. Create a new campaign by clicking the 'Create' button:




When creating a WhatsApp campaign, you have THREE options to choose from; make sure you choose the campaign objective that matches with your primary goal:

Traffic - focuses on displaying your ads to users who will click on your CTA but do not intend to order. It directs traffic to your channel in large numbers, but not necessarily high quality traffic. To maximize each session, set up drip campaigns before running this type of campaign. 

Engagement - the meta-algorithm will focus on displaying your ads to users that have the highest probability of engaging with your ad. What does Meta consider as an 'engagement'? Likes, comments, shares, and video views. You will want to use this option whenever you want to generate a buzz, get organic impressions — or to just generally increase awareness and engagement around the channel. 

Sales - designed to display your ads to users who are most likely to click the CTA and complete the order process. Remember that the CPC from this kind of campaign is usually higher than the other two but will generate more quality (i.e. relevant) traffic. 

Results and costs are directly related to targeting, timing, and ad creatives. Ensure you are offering deals/discounts exclusive to WhatsApp only; that there isn't too much text in the ad; and that you're A/B testing different creatives and different audiences: this will help you understand what needs to be optimized.

Ad Set Creation

When setting up your campaign, select 'WhatsApp' as your conversion location:





















When setting up an ENGAGEMENT or SALES campaign, select 'Messaging apps' as your conversion location:


Following that, only select 'WhatsApp':

Next, select your business page and the targeting; for TRAFFIC and SALES campaigns, our recommendation is to have THREE types of ad sets:

1. Remarketing + Lookalike
2. Interests - Fast Food, Online Ordering, Engaged Shoppers, etc.
3. Broad

Ad Scheduling:

During your business hours only

Ages:

18-45

Locations:

Ensure you only target those areas in which you provide a service in order to get the best return on your investment. 

Duration:

The campaign should run for at least three weeks, since it takes the algorithm a few days to learn what works best. With WhatsApp, it takes even longer, so you will need an extra couple of days to optimize and measure results. 

Ad Creation

Add your creative and copy, and then choose the Tictuk conversion API to track WhatsApp events:

















New feature release!
You can now add a 'browse WhatsApp' add-on to your website when redirecting users from Meta.

How to create it:

1. Choose website as your conversion location
2. In the ad creation step, you have an option to add a WhatsApp add-on:



This is how it looks after the user clicks on the CTA:




With more features coming soon, WhatsApp campaigns are here to stay. Take into account all types of campaigns when planing your marketing strategy and your users' readiness to purchase. It's crucial that they understand that after they click the CTA, they will be directed to WhatsApp. If you make your user journey very clear, you'll be able to convert these clicks into actual customers. 

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