It’s commendable how Meta kept its hands off from converting their flagship messaging app into an advertising hub for at least 10 years. However, as the number of users on the platform grew beyond 2 billion, Meta couldn’t hold up its promise any longer, and they eventually rolled ads for WhatsApp in a very discreet way.
By discreet, we mean that ads are not directly displayed on the platform but are used as chat links on your IG or FB business account. Once the user clicks on the link, they are redirected to your WhatsApp business account rather than the landing page. Yups! It's that discreet but effective!
According to Wati, WhatsApp ads have a jaw-dropping open rate of 99% with a click-through rate of 45%-50%. Because of this, no sooner than later, businesses started using WhatsApp for advertising on a large scale, making it the leader of C-commerce.
Let’s Drill Into The Nuances
The term WhatsApp advertising or WhatsApp ads may, at times, baffle the user, as unlike other advertisements, they are not displayed on the messaging app. Rather, the ads are shown on other Meta platforms like Facebook and Instagram with a link to your WhatsApp Business Account. Moreover, you can use WhatsApp for advertising your services on e-commerce apps like Shopify to simplify your customers' shopping experience.
Just sit back for a while, relax, and think about how convenient it would be to learn more about the business's offerings of the ad that grabs your attention; you can just text them to talk to their salesperson rather than explore the landing page in a hunt for contact credentials.
Is WhatsApp Advertising Too Good To Be True?
Well, the benefits of WhatsApp advertising may sound hard to believe to most users, with more than 99% opening rate and 45% CTR. If we talked more openly, we had reservations about using WhatsApp for advertising. However, as the best digital marketing agency in Noida, we were obliged to use it to get hands-on experience. And we were surprised by the results!
WhatsApp ads increased consumer trust in our client's brand by 50% and increased the lead conversion rate by 38%. We are not kidding! If you are still not able to make up your mind, then why not try WhatsApp ads for yourself?
Follow the below-mentioned steps and experience the benefits of WhatsApp Ads yourself:
Be aware these steps might change your strategy 🙂!
Step 1: Setup A WhatsApp Business Account
For this step, you will need the following:
- A business website
- A fresh phone number
Step 2: Configure the WhatsApp Business API
Next, you’ll need to connect your WhatsApp business account with your Facebook page. This is a mandatory step to use WhatsApp for advertising and can be done from your Facebook Business page settings:
- Explore your Facebook Business Page
- Click on Settings
- On the left-hand side of the Column, you will find WhatsApp; click on it.
- Enter your number and press ‘Send code’.
- Enter the OTP code and click ‘Confirm’.
Step 3: Start Campaigning!
From here, the steps might get slightly tricker since they require a basic understanding of Meta Ads. We hope you are aware of basic Meta ads functions and features. Now, let's begin our steps on using WhatsApp for advertising:
- Open your Meta Ads and choose the “Create” option.
- From there, select the Campaign goal to “Messages”; this will help you maximise conversation on WhatsApp, FB and other platforms.
- Next, determine your daily or lifetime budget for the campaign.
Step 4: Review Your Performance
After setting up and running your campaign, make sure that you monitor your ad campaign consistently. To monitor this, go to Facebook Ads Manager and select the columns you want to view. Depending on your objective, you should track the following metrics while using WhatsApp for advertising:
- Conversations Started
- Messaging Replies
- Link Clicks
- Content Views
- Purchases
- Impressions
Success Story Of WhatsApp Advertising
It’s not just us who believe in using WhatsApp for advertising, but well-recognised companies like Netflix, Unilever and more have tasted the transformational prowess of WhatsApp advertising. Let’s explore some of these stories in detail:
Netflix’s “I’m in” Campaign
One of the popular video streaming platforms, Netflix, was experiencing a surge in inactive accounts. The company started WhatsApp advertising by targeting inactive and unsubscribed users, sending them recommendations, notifications, and new releases through a WhatsApp newsletter. This approach helped reduce inactivity and retain subscribers. The campaign proved to be a great success, garnering over 700,000 views on YouTube and extensive media coverage.
Unilever's “Help a child reach 5” campaign
The HUL used a similar type of marketing strategy. Unilever used WhatsApp for Advertising in India and to raise awareness about child mortality and nutrition. They leveraged WhatsApp ads to drive donations and offered advice and product information via a dedicated contact number. The campaign delivered impressive results, lowering the rate of diarrhoea from 36% to 5% in the village of Thesgora. Lifebuoy's hand washing initiatives have positively influenced the hygiene habits of 183 million people across 14 countries.
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