Ads that click

to WhatsApp

PRESENTER NAME
Agenda

1 Ads that click to WhatsApp

2 Opportunities by vertical

3 Campaign considerations
A D S T H AT C L I C K T O W H AT S A P P

WhatsApp wants to
enable any person to
discover any business
DISCOVER

Ads that click to WhatsApp (FB) Ads that click to WhatsApp (IG)
Communicate with
customers on the
WhatsApp Business app

Small businesses can interact with

customers easily by using tools to
automate, sort and quickly respond to
messages.
Communicate with
customers on the
WhatsApp Business API

Medium and large businesses can

communicate with customers at scale
with the WhatsApp Business API.
OPPORTUNITIES BY VERTICAL

2
Encourage customer
conversations with ads
that click to WhatsApp
 Ecommerce

Drive awareness and enable

transactions by:

1 Helping consumers find the right product

2 Using Custom Audiences to target consumers

throughout their path-to-purchase

3 Offering exclusive content to consumers

4 Enabling in-thread ordering

 Travel

Drive transactions and provide

customized service by:

Using Custom Audiences to target consumers

1 and provide advice for travel considerations

Using Custom Audiences to target consumers

2 and up-sell additional services
 Financial services

Drive awareness and provide

customized service by:

1 Driving lead generation

Offering assistance to help consumers

2 find the right product or service
 CPG

Drive awareness and provide

customized service by:

Reaching customers at scale

1
with branding messages

Offering assistance to help

2
consumers find the right product
 Auto

Drive awareness and provide

customized service by:

1 Driving lead generation

2 Signing up customers for a test drive

 Our policies reflect the ways users
depend on WhatsApp

USER CONTROL VA LU A B L E CO M M U N I C AT I O N LIMIT ABUSE

Users control their Businesses are expected to prevent low- WhatsApp’s policies help prevent abuse
experience on WhatsApp quality user experiences in its encrypted messaging environment
If you choose to use automation
in your customer conversations,
a clear and direct path to human
escalation is required.

Examples include human agent handoff,

phone number, email, web support form,
and prompting in-store visits.
C A M PA I G N CO N S I D E R AT I O N S

Ads that click to

WhatsApp campaign
considerations
Think about your target audience

Want to generate leads for new customers? Use core

targeting or create a Lookalike Audience of people similar
to your existing customers.

Looking to follow up with people who have already shown

interest in your business? Create a Custom Audience based
on actions they’ve taken on Facebook or your website
Use your ad to set expectations

Descriptive visuals and text help prime users for a

conversation with your business in WhatsApp.

Make it clear to people that they are clicking through to

WhatsApp. Encourage engagement by using graphics that
look like chat bubbles.

Communicate the value proposition

of the WhatsApp experience.
Use the proper objective and placement

Use the messages objective to ensure the delivery of ads

that click to WhatsApp to people that are more likely to
respond to your business.

Use automatic placements across Facebook and

Instagram to deliver ads to people across the
Facebook family of apps and services.

Please note message optimization is not available in EU and India.

 Supported objectives
For reach, brand awareness, engagement and video views
For traffic, website conversions, and messages
objective, a “Send WhatsApp Message” CTA can be selected
objective, WhatsApp can be selected as a post-click
on the ad creative level.
destination on the ad set level.
Improving engagement with WhatsApp

24% 15%
of customer contacts made of recruitment to Educa
via WhatsApp Mais services made via
WhatsApp

“With the increasing shift over to digital, we needed to find a solution that would increasingly
connect and engage with our audience. WhatsApp, unlike any other platform, provided a
clear, simple, custom solution that exceeded our expectations. Educa Mais Brasil is investing
more and more in this aspect in order to strengthen and consolidate our relationship with
our target audience.”
—Renato Dias, Marketing Manager, Educa Mais Brasil
Source: Client-provided measurement, WhatsApp Success Story, June 2019
Thank you