A definitive guide to WhatsApp ads

It is well known that WhatsApp is the quintessential messaging application all over the world. In addition to serving for personal purposes, as an app, it has a lot of potential to be used in the commercial sector in order to generate leads. Proof of this is the WhatsApp Business version, which is aimed at companies wishing to get in touch with their customers. But beyond that, there is another particularly interesting tool: WhatsApp Click to Chat.

There is a link that leads the user to start a chat via WhatsApp with an unadded recipient, by using a wa.me link. This feature is called Click to Chat. It must be said that the link will be unrepeatable, so there will be no confusion of any kind.

The formula for creating the link is really very simple: wa.me/ <number>. In this case, <number> refers to our phone number, which must be written with the international prefix, without signs, special characters or leading zeros. You can also easily set a default message; detailed instructions can be found directly on the WhatsApp page.

This tool is useful for both companies and users, but it is insufficient in digital marketing, for which there is a much more precise variation that can be used by the companies themselves.

WhatsApp ads for companies

With WhatsApp ads we do not intend to place advertisements within the application or similar. There is a much more effective way for businesses to attract potential customers than by simply connecting; these are WhatsApp Click to Chat ads. These differ from the usual links because, as the name suggests, they redirect the user through an ad and not a simple wa.me link.

This distinction is important because the ads can be present on Facebook, Spotify or TikTok. Then, an interested user can click on it and chat directly with the company. The ad format with a product or service encourages natural user interaction: the customer wants to ask for something after seeing the ad.

This call to action is implied by first contact. So, the interaction with the customer has greatly improved. It also allows for much more familiar communication, just like in a physical store.

In order to make this interaction efficient, once the ad is configured, WhatsApp has an automatic message, which indicates the potential customer’s interest in a product, thus adding the link. The aforementioned can be modified, as we will see later, but the basic idea is quite clear: it allows you to move up to the funnel.

Advantages of WhatsApp Click to Chat

The convenience that WhatsApp Click to Chat ads represent is obvious: you do not need to add the message recipient to leads, so the user experience improves dramatically. However, this is not only an advantage for users, but also for companies, which eliminates the barrier that prevented immediacy in the interaction.

Another advantage concerns the communication that becomes direct and synthetic. Once the prospect clicks, they will see a predefined message that you can automatically send when you place your ad. This will provide the company with a guide to get started with the guidance that will be provided to the user.

The ability to make these ads visible on Facebook is of greater importance. Making advertising stand out without appearing too intrusive, in media where constant scrolling and excessive consumption are part of the dynamic, allows the user to already have a predisposition to see this type of content. And, of course, an advertisement that interests you and that is easily accessible will attract even more attention.

The ultimate benefit is the portability that WhatsApp implies. Using this app commercially allows you to bring the potential customer and the company closer, since being aware of WhatsApp notifications is natural and this is even more efficient when you manage your corporate WhatsApp conversations through Callbell. The difference is noticeable when compared, for example, with advertising and advertisements that use e-mail.

How to use and configure WhatsApp ads on Facebook

Once you have seen what they are and what benefits they bring, it’s time to implement these ads into your company’s marketing strategy. In this case, we are interested in how WhatsApp ads are set up on Facebook.

In order to get started, make sure you have admin permission on your Facebook page. These instructions are the same to use on WhatsApp Business or in the WhatsApp API.

1) Go to the Facebook Ads Management section.

2) Create a new announcement on the green button.

3) Select the campaign goal with Messages.

4) Edit the campaign name and details.

5) Indicate that the campaign has nothing to do with special content (it is not related to social or political issues).

6) Configure the A/B Test, if you wish to do an analysis. And continue on the next page.

7) Select Click to send the message, under Ad type.

8) Among the messaging apps, select only WhatsApp.

9) In the Account section, choose the Facebook page and the WhatsApp number you want to use.

10) In the programming and details, configure everything as you think may be more convenient for the type of ad you want to publish. Then, go to the next page.

11) In this section, you will choose and configure how the ad will appear: if you want an image, a video or a slider and what multimedia files will be shown.

12) Write main text that has a bound with your audience and that describes something about the product or that encourages communication with the prospect.

13) Also write the Title carefully; do not limit yourself to just the option that comes by default.

14) Next you can create message templates so that users have guidance. Here you will choose a greeting and frequently asked questions.

15) Save and publish the announcement.

Please note that Facebook has the ability to show you a preview of your ad at any time. So, you can make changes and corrections on time and as you see fit.

How to create a good WhatsApp ad: accuracy, design and communication

The installation part is done, but it will not do any good without a good ad, which must be attractive and never intrusive. In addition to the products you offer, the secret is the design you use for your ad. This must visually indicate what you are offering very well. The most appropriate feature is to contact digital marketing design specialists in order to better design your ad. If the campaign is good and the form of the message is compelling, it will grab attention and encourage more potential customers.

Another problem we may encounter is in written messages. These need to be accurate and abbreviate in words as much as possible what you and the customer want to communicate, without losing information along the way. The FAQ and the default message must be able to answer precisely these needs.

All of this is combined with the ad design. If the ad establishes a very clear message, the text must therefore be to finalize the sale, taking advantage of the passage of the funnel that this potential customer has made. What should these messages claim? Well, answer questions such as price and availability or clarify the functionality of the product or service you offer or even directly how to go to the checkout to complete the purchase.

How to establish a good communication

The entire path of WhatsApp ads translates into direct communication between the company and the potential customer. It saves many steps that both traditional and digital marketing envisaged until recently. This feature is very advantageous but, despite this, the importance of efficient and effective communication should not be overlooked.

Although the default templates have already been established, it is important to actively continue to refine the texts that will appear until they are accurate and adequate. In addition to this, suppliers will need to be trained to deal with customers, who will thus appreciate the immediacy and the ability to communicate in a timely and concise manner.

Another aspect to keep in mind is that, following the same line of immediacy, you should never leave a potential customer waiting for too long, as they expect to be served with the same speed that WhatsApp implies. That is why you need to use an adequate number of operators.

For this reason, it is crucial to establish limited office hours, in which instant conversation is available. Of course, the customer can always leave their messages and then expect a reply according to the established times; here is one of the advantages of digital communication. But it is essential that, throughout the working hours, there is always a person available to respond to customer requests.

The advantages of the WhatsApp Business API over WhatsApp Business

WhatsApp Business, as the name suggests, is the business version of WhatsApp. This allows up to 4 concurrent users to use the same account, which is very useful for customer service. Despite this, it is still limited for medium-sized companies, so an expansion of capacity becomes necessary. That is why it is recommended to use the API.

APIs are external applications integrated with an application, they are used to add functionality and enhancements. In this case, WhatsApp has created its own API, which greatly extends the capabilities of WhatsApp Business, so you can get more out of WhatsApp ads. These are just some of the features you could achieve.

a) Connection with external stores, such as Shopify.

b) Traceability of the package.

c) Automatic replies every 24 hours, programmed with templates which, however, must be approved in advance by WhatsApp.

d) Smart bots that answer frequently asked questions.

These are just some of the functions possible with this API. In order to implement them, you need to go to the official WhatsApp page and choose a Facebook business partner. There will be a list indicating the services offered by these providers, so that you can select the one that best suits your needs.

From a Click to Chat ad to an almost flawless user experience

Ads are essential to advertise a company, brand or product, they are part of the essential elements of marketing. But the distance from the potential customer is one of the obstacles to be faced in closing a sale, and the path to get there has changed, as well as the ways to overcome it. For this, marketing strategies are created.

The implementation of WhatsApp and with greater benefit the use of Callbell summarizes a good part of this path because it facilitates the interaction of the potential customer with the company and improves sales. There is passive consumption of advertising, even on Facebook itself, and a clear intention when clicking on the ad. All this leads to a guided conversation between the two parties, which can be summarized with pre-determined messages. Put simply, this is what WhatsApp Click to Chat ads do.

The marketing experience becomes much more complete and satisfying using these ads, with less effort than customer service and through other channels, using different forms. Therefore, the intelligent use of these ads and their enhancement with the use of the WhatsApp API generate a great profitability in the relationship between costs and benefits: it is possible to shorten the sales funnel, increasing its effectiveness.