Ad campaign objectives now
include traffic, conversions (for website), and post engagement.
Why marketers should care
Facebook’s Click-to-WhatsApp ads
offers marketers and advertisers a way to start a conversation with consumers
on its encrypted messaging app. The ads can be purchased through Facebook’s Ad
Manager platform and display in a user’s Facebook News Feed. Now, in addition
to messages, Click-to-WhatsApp ad campaign objectives include traffic,
conversions (for website), and post engagement.
Facebook has been aiming to
monetize its encrypted messaging app for some time now. In Jan. 2018, the
company first launched a business app and business profiles for marketers using
the WhatsApp messaging app. Facebook’s
Click-to-WhatsApp ads began rolling out in August of last year, launching a
pre-filled WhatsApp chat that allowed users to message a business via the app.
(Advertisers running Click-to-WhatsApp ads receive metric reports in their
Facebook Ads Manager dashboard tracking how many conversations were started via
the ads.)
Expanding its ad offerings to
WhatsApp is a logical next step for Facebook as its News Feed ad inventory
continues to become more saturated. With these latest features, marketers will
be able to attach specific ad objectives to the Clicks-to-WhatsApp ad campaigns
— further integrating a Facebook-to-WhatsApp engagement strategy.
ReferencesAmy, G. (2019, January 03). Facebook adds new
reporting for Click-to-WhatsApp ads. Retrieved from Marketing Land:
https://marketingland.com/facebook-adds-new-reporting-for-click-to-whatsapp-ads-254750
