Businesses need effective ways to engage customers. With the rise of the WhatsApp Business app, companies have a new avenue for outreach. However, just having a WhatsApp account for business isn’t enough. The key is to harness this platform effectively, turning conversations into conversions.
Click to WhatsApp ads can do that. These ad campaigns, run through the WhatsApp Business platform, establish a direct connection between businesses and potential customers, providing an opportunity to
- Display products
- Engage in real-time
- Build relationships
In this article, we dive into click to WhatsApp ads, provide best practices and success stories.
What are click to chat ads?
Click to chat ads, also known as click-to-message ads, are a type of conversational commerce that enables users to start a text conversation with a business directly from the ad itself. When users click on these ads, instead of being redirected to a webpage, they are taken to a chat interface (like Facebook Messenger, WhatsApp, or a direct SMS), where they can start a conversation with a representative from the company or with an automated chatbot.
This type of ad aims to facilitate direct communication between businesses and potential customers, enabling users to:
- Ask questions
- Inquire about products or services
- Get immediate responses
What are click to WhatsApp ads?
Click to WhatsApp ads are a specific type of click-to-chat ad that allows users to start a conversation with a business directly on WhatsApp from the ad itself. When users click on these ads, they are redirected to a pre-filled WhatsApp chat with the business (see Figure 1).
These ads can be displayed across various platforms, including Facebook, which owns WhatsApp. Once a user clicks on the ad, they can start a personal conversation. This could be with a real person or a chatbot, depending on how the business has set up their WhatsApp Business account.
Figure 1. The figure below shows how click to WhatsApp ads work
Click-to-WhatsApp ads are useful for businesses that operate in regions where WhatsApp is a dominant messaging platform. They provide an immediate and personal way for businesses to interact with potential customers, potentially increasing conversion rates and customer satisfaction.
8 Advantages of Click to Whatsapp Ads for Businesses
1- Personalized communication
This type of ad allows businesses to engage with potential customers on a one-on-one basis, providing a more personalized and interactive form of communication.
2- Increased conversion
By facilitating direct and instant communication, businesses can quickly address queries or concerns that might otherwise prevent a potential customer from making a purchase. This immediate problem-solving capability can lead to higher conversion rates.
3- Shortened sales cycles
WhatsApp enhances product exploration via conversational commerce, allowing businesses to shorten their sales process by displaying products in a catalog format. This feature simplifies the buying process for potential customers as they can easily purchase items through chat-based interactions.
4- Better customer service
Businesses can provide instant, effective customer support via WhatsApp. They can share detailed product information, images, videos, or documents, leading to enhanced customer service experiences.
5- Market insight
Interactions with customers through WhatsApp can offer valuable insights into customer preferences, behavior, and decision-making processes, helping businesses refine their marketing strategies and product offerings.
6- Global reach and convenience
Many customers prefer using familiar and convenient platforms like WhatsApp for communication. This convenience can result in improved customer satisfaction and loyalty. WhatsApp is one of the most popular messaging apps worldwide, with 2 billion users. Therefore, using click-to-WhatsApp ads can help businesses connect with a vast global audience.
Click-to-WhatsApp ads can be more cost-effective than traditional forms of customer engagement. It eliminates costs related to call centers and reduces expenses associated with traditional SMS and call charges, especially for international communication.
8- Building long-term relationships
Unlike a traditional ad that ends once the user clicks away, a click-to-WhatsApp ad can initiate an ongoing conversation. This sustained interaction can help businesses build long-term relationships with their customers.
How to Set Up and Use Click-to-WhatsApp Ads
Step 1: Create a WhatsApp Business Account
The first step towards running WhatsApp ad campaigns involves setting up a WhatsApp Business account through a reliable WhatsApp Business API provider. We have an article on the best WhatsApp Business solution providers.
The business account should include detailed information about the company, encompassing elements like:
- A profile picture (usually the logo)
- Business name
- Physical location
- Website URL
- Product catalog
By selecting the right business category and fine-tuning the profile, businesses can tap into a variety of messaging functionalities and features. After setting up the account, businesses can move forward with their advertising efforts.
Step 2: Connect WhatsApp Business Account to Facebook Ads Manager
The next crucial step is to integrate the WhatsApp Business account with the company’s official Facebook account. If the Instagram account is already linked to the Facebook page, it will be automatically connected. This necessary step can be easily accomplished from the settings of the business page on Facebook:
- Navigate to ‘Settings’ on the Facebook business page
- Choose the WhatsApp option from the menu on the left-hand side
- Enter the country code & WhatsApp number
- Click on “Send Code”
- Authenticate the OTP and successfully link your WhatsApp Business account to your Facebook page
After this, you can start using click to WhatsApp ads on Facebook.
Step 3: Create Click-to-WhatsApp Ads
Before launching a click-to-WhatsApp ad campaign, defining the business objectives is critical to maximize impact. Facebook restricts WhatsApp campaigns to three objective categories:
Select the “Messages” from the menu under “Consideration”. This will enable you to connect people via Messenger, WhatsApp or Instagram, according to your preference.
After this, you can finalize your ad format by choosing your target audience, budget, schedule, ad placements etc.
Step 4: Automate your WhatsApp chats with customers coming via click to WhatsApp ads
Once you create your ads plan, customers will be reaching out to you. However, managing personalized communication with a high volume of incoming customers on WhatsApp is hard and ineffective, unless automated.
You should use a WhatsApp chatbot solution to automate the conversations with customers who reached out to you via click to WhatsApp ads.
You can learn more about WhatsApp business chatbots and best providers from our articles:
- In-Depth Guide to Mobile App Chatbots in 2023
- Top 5 Indonesia Chatbot Companies
- Chatbot in Malaysia: Top 7 Vendors
- Chatbot in Singapore: Top 7 Vendors
- Top 5 Chatbot Companies in India (2023): Evaluation & Examples
If you have questions or need help in finding vendors, don’t hesitate to contact us:
Cem has been the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per similarWeb) including 60% of Fortune 500 every month.
Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.
Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised businesses on their enterprise software, automation, cloud, AI / ML and other technology related decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization.
He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider.
Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.
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