This guide provides a detailed description of how this type of ad works, the necessary requirements for its implementation, available configuration options, and best practices for optimizing its performance.
This allows for an immediate and direct connection with the user, facilitating the conversation in a familiar environment. Additionally, by integrating with various visual formats and advertising goals, this feature adapts to both lead acquisition campaigns and more advanced conversion strategies.
To better understand the strategic value of this channel, we recommend consulting the "Practical Guide to WhatsApp Advertising".
Real Conversations: It's not just about generating clicks, but fostering interactions that can turn into business opportunities.
Actionable Data: Each conversation includes the user's phone number, allowing for personalized follow-up.
Open rate above 98 %: Communication through WhatsApp ensures high visibility of the message.
Immediate Interaction: The user receives a real-time response, increasing satisfaction and the likelihood of conversion.
These features position this type of ad as an effective tool for businesses looking to streamline their contact processes and increase the efficiency of their campaigns.
WhatsApp Business Account: For scalable and automated campaigns, it is recommended to use the API, preferably through an official provider like WOZTELL.
Active and Linked Facebook Page: This linking is mandatory to enable the WhatsApp button within ads.
Advertising Account in Meta Business Manager: It must be properly configured, with assigned permissions and an active payment method.
WhatsApp Number Integration on the Fanpage: This includes verifying the number and its association within the Business Manager environment.
Compliance with Meta’s Advertising Policies: It is essential to review the specific guidelines for ads that include direct messaging channels.
Meeting these requirements from the outset avoids technical errors that could delay the campaign's launch.
Engagement (recommended): Designed to generate conversations. Opens WhatsApp with a pre-defined or blank message. It's the most direct and effective.
Traffic: Directs the user to a WhatsApp link (wa.me or API), allowing its use in multi-channel campaigns. Although less specific, it is still useful.
Leads: Allows you to replace the traditional form with a conversation, collecting data in a more dynamic way.
Conversions: Aimed at completing a specific action, such as a purchase or registration. Its effectiveness increases when connected to CRM or automations.
Single Image: Allows you to convey a clear and concise message with a single visual element. Ideal for highlighting a specific product or benefit.
Video: Attractive for campaigns that need to explain processes or show products in use. Recommended for Reels and Stories.
Carousel: Displays multiple visual elements in a single ad, useful for catalogs or comparative demonstrations.
Collection: Offers an immersive experience to the user, although its use with the WhatsApp button is less common.
Choosing the most appropriate goal and format allows you to optimize the campaign’s performance from its initial setup.
Define the conversation goal: Before activating any ad, it’s important to define whether the goal is to generate leads, close sales, or address inquiries.
Customize the welcome message: This initial message sets the tone for the interaction. It can be generic or contextualized depending on the ad that triggers it.
Segment smartly: Using historical data, custom lists, or browsing behaviors allows for more precise and profitable audience creation.
Optimize for conversations: This setting in Meta prioritizes users more likely to start a chat, improving budget efficiency.
Design effective creatives: The visual content should be consistent with the message and encourage action. Clear and urgent calls to action are recommended.
Automate initial responses: Using chatbots, you can manage multiple conversations simultaneously, even outside business hours.
Nurture and qualify leads from the start: Collecting useful information in the first exchanges speeds up follow-up and prioritization processes.
Measure relevant KPIs: Key indicators include click-through rate (CTR), cost per click (CPC), cost per initiated conversation, and conversion rate.
Iterate continuously: Analyzing results periodically allows you to adjust messages, segments, and structures to improve overall performance.
Leverage pre-designed templates: WOZTELL offers resources that streamline implementation and standardize the process without compromising personalization.