Using Click-to-WhatsApp Ads with ActiveCampaign provides a powerful engagement tool with customers. It lets you interact in real time, improve customer satisfaction, and drive conversions.
This article shows you how to create a Click-to-WhatsApp ad on Facebook that, when clicked, triggers a flow in ActiveCampaign with specific text.
Take note
You must have Meta Ad account and a WhatsApp account connected to your Facebook page to use Click-to-WhatsApp Ads.
About Click-to-WhatsApp Ads
Click-to-WhatsApp ads are a type of ad on Meta platforms (Facebook, Instagram) that let leads and customers initiate a WhatsApp conversation directly from the ad.
Using this feature has several advantages, including:
- Conversations started from these ads are free
- You have a 72-hour window for conversations instead of the usual 24 hours
- The conversions are genuine: you interacted with a real person, making it much less likely that a bot was involved
- Data captured in lead forms or other Facebook ads is auto-filled with stored information, which might not be the customer’s most recent data
These ads appear on Facebook and Instagram and include a call-to-action button. When this button is clicked, a WhatsApp chat is initiated with your business. This enables immediate and personalized communication with potential customers.
For example, imagine a customer scrolling through Facebook and seeing an ad for a new product. They have questions and click the “Message on WhatsApp” button, which opens a chat with your business where they can get instant answers.
Set up Click-to-WhatsApp Ads
- Ensure your WhatsApp Business account is ready and connected to your Facebook page.
- From your Meta account, navigate to the Ads Manager and click “Create” to start a new campaign.
- Select “Messages” as your campaign objective.
- Under the “Message Destination” section, choose “WhatsApp.”
- Configure your audience by setting demographics, interests, and behaviors that align with your target market.
- Write compelling ad copy that encourages users to click and start a conversation.
- Design eye-catching visuals that grab attention and convey your message effectively.
Learn more about setting up an audience on Facebook
Integrate Click-to-WhatsApp Ads with ActiveCampaign
Once a customer clicks on the Click-to-WhatsApp ad, you can send them through a WhatsApp Messaging flow to automate the conversation.
To set up this flow in your ActiveCampaign account:
- Click WhatsApp > Messaging Flows.
- Click “New Messaging Flow.”
- Complete the information requested under the “Details” tab.
- Under the “Trigger” tab:
- Select “Marketing Meta Click 2 WhatsApp Ads” for “Trigger types”
- Select “Click 2 WhatsAp Ads (Meta)” for “Trigger when a message comes in from a Marketing Campaign.” The text should be the one sent when the user clicks the WhatsApp ad button
- Click the “Which messages should we match?” dropdown and select “Match only messages coming from an ad”
- Under the “Steps” tab, create the journey your customer should follow and configure the required flow steps. For example, you can:
- Design the flow to handle the initial interaction, such as greeting the user and asking qualifying questions
- Create flow branches based on answers to qualifying questions
- Assign the conversation to an account user or a team
- Once you’ve finished building your flow, click the “Publish” button.
Measure the success of Click-to-WhatsApp Ads
Track important metrics to measure the success of your ads in your Ad account. This is accessible via Meta Business Manager. Metrics include:
- Click-through Rate (CTR): Percentage of users who clicked the ad
- Conversion Rate: Percentage of users who completed a desired action after clicking the ad
- Engagement Rate: Level of interaction with the ad and subsequent WhatsApp conversation