This guide outlines the key steps to set up, run, and optimize WhatsApp advertising campaigns. It includes segmentation criteria, creative considerations, key performance indicators, automation mechanisms, and sector-specific recommendations.
Demographics: age, gender, location, language.
Interests and behaviors: users with thematic affinities or purchase history.
Custom audiences: generated from previous interactions (web, email, audiovisual content).
Lookalike audiences: built based on existing customer profiles.
To improve accuracy, it's recommended to work with an organized contact database from a CRM or platforms like WOZTELL. This facilitates remarketing campaigns and improves message personalization.
Well-lit, high-resolution images.
Avoid text overload (maximum 20% of the visual space).
In case of videos, capture attention in the first 3 seconds.
Ensure the visual format is appropriate for the channel (square, vertical, horizontal).
Conversation start rate: measures how many users start a chat after clicking.
Response rate: reflects the response capacity of the team or the bot.
Cost per conversation: calculation of investment divided by conversations started.
Final conversion: number of qualified leads or sales derived from the campaign.
Generally, the CTR alone does not reflect the impact of the campaign if not accompanied by data on the subsequent interaction.
Identify the source and campaign associated with each conversation.
Evaluate performance on analytics platforms like Google Analytics.
Make decisions based on real data.
Additionally, connecting WhatsApp to a CRM allows:
Automatically register and classify new leads.
Assign workflows, tags, and responsible individuals.
Track the complete journey from the click to the closure.
Implement chatbots to filter queries, request basic information, and redirect to the appropriate teams.
Use CRM automation for internal notifications, tagging, and follow-up emails (reminders, remarketing).
Ensure 24/7 availability through automated responses.
This approach ensures high-quality service even during large-scale campaigns.
The effectiveness of Click to WhatsApp ads depends on rigorous implementation, based on segmentation, conversion-driven creativity, automation, and continuous analysis. This approach allows you to transform interactions into measurable results within the conversational marketing ecosystem.