Ad Manager: Meta Engagement or Click to Direct Ads

The introduction of the "Engagement" objective in Meta Ads provides businesses with a powerful tool to enhance interactions through messaging apps like Facebook Messenger, Instagram Direct, and WhatsApp. This article outlines the purpose, highlights its benefits, and provides a simple guide to using this feature to its full potential.

Key Features and Benefits:

  • Enhanced Engagement: Businesses can engage customers through popular messaging apps, creating a more direct and personalized communication channel.
  • Optimized Conversion Goals: The feature allows businesses to maximize the number of conversations with potential customers by optimizing for messaging-based conversions.
  • Streamlined Communication: The integration of conversation forms makes it easier to capture leads and continue the conversation within messaging apps.
  • Increased Flexibility: With options to choose between Messenger, Instagram Direct, and WhatsApp, businesses have flexibility in choosing the best platform to reach their target audience.

How to Use the New Engagement Objective in Meta Ads:

Step 1: Start a New Campaign Navigate to the Marketing section in your account, then open Ad Manager. Start by creating a new campaign and select Facebook Campaign as the campaign type.

Step 2: Choose the Facebook Page & Instagram Account Select the Facebook page associated with the campaign and link the Instagram account if Instagram Direct is to be used as a messaging location.

Note: Instagram messaging app will not be eligible for Click to Direct ads if there is no Insta account connected to the selected page.

Step 3: Set the Ad Objective In the campaign settings, choose Engagement as the ad objective.

Set the Conversion location to Messaging Apps and the Performance goal to Maximise number of conversations. This ensures Meta optimises ad delivery to encourage users to start chats with your business.

Step 4: Select Messaging Apps Choose the messaging apps you want to use for your engagement campaign: Facebook Messenger, Instagram Direct (if linked), and WhatsApp (if a number is added to the selected Facebook page settings).

Step 5: Configure the Conversation Form Create a new conversation form or use an existing one. This form will help streamline the communication process. (Please scroll down to section How to create and use a Conversation Form)

Step 6: Select Ad Placements You can choose:

Automatic placements (recommended): Meta will distribute the ad where it’s most likely to generate conversations.

Manual placements: You can select specific placements such as Facebook Feed, Instagram Feed, Stories, etc.

Step 7: Create the Ad Set the ad format, write engaging ad copy, and configure the Call-to-Action (CTA) to prompt users to initiate a conversation.

Step 8: Define the Budget & Schedule Set your campaign's daily or lifetime budget, then schedule when you want the campaign to run.

Step 9: Define the Target Audience Use Custom Audiences and Lookalike Audiences to target the most relevant users for your engagement campaign.

Step 10: Review & Publish Once you’ve configured all the settings, review the campaign, and click Publish. Monitor its performance in the Ad Manager Statistics section.

Step 11: Tracking & Optimization

  • Utilize Meta Pixel to monitor user interactions.
  • Set up a CAPI action to send details back to Meta for accurate tracking of conversations.
  • Optimize by experimenting with various creatives and audience segments.
  • Modify budget and placements according to performance data.

How to create and use a Conversation Form

The Conversation Form is a feature that enhances user engagement in Meta Ad campaigns. By using this feature, businesses can set up a form that appears when users click on an ad, helping to improve lead collection and communication through automated responses.

Step 1: Access the Conversation Form Setup

In Ad Manager, while creating a Meta Ad Campaign and selecting Engagement as the objective, you’ll have the option to either create a new conversation form or select an existing one.

Step 2: Create a New Conversation Form

Click on Create Conversation Form. A dialog box will appear, allowing you to define the form settings.

Step 3: Add Form Name

Provide a name for your conversation form. This will help you identify it later when linking it to your ad campaign.

Step 4: Write the Welcome Message

Craft a friendly greeting message that will appear when users click on the Send Message CTA button. For example, "Hi! Thanks for reaching out. How can we assist you today?"

Step 5: Add FAQs or Quick Replies

Set up 3-5 common questions or options that users can tap on. These could be frequently asked questions or prompts like:

  • "Tell me about your services"
  • "Do you offer discounts?"
  • "How can I contact support?"

Step 6: Set Up Automated Responses

Configure automated responses for each FAQ or option. For example, if a user clicks on "Tell me about your services," the response could be:

"We offer a range of services, including XYZ. Would you like to speak with a representative?"

Step 7: Save and Link the Form

Once you’ve completed the setup, click Create to save the conversation form. Ensure the form is linked to your ad campaign so it will appear when users interact with the ad.

Notes:

  • Form Preview: You can view a preview of how your conversation form will look on the form preview screen. This preview is dynamic and shows how the form will appear on the selected messaging apps (e.g., Messenger, WhatsApp).
  • Messaging App Requirements: The preview section will only show the form as it would appear on the messaging apps you’ve chosen for the engagement ad campaign.

Frequently Asked Questions:

1. How do I choose which messaging apps to use? You can select from Messenger, Instagram Direct (if linked), and WhatsApp when setting up your campaign. Make sure each app is properly configured in your account settings.

2. Can I use WhatsApp for my engagement campaign? WhatsApp can only be used if you have a WhatsApp number added to the selected Facebook page for the campaign. Ensure your WhatsApp integration is set up properly.

3. Is Instagram Direct available for all campaigns? Instagram Direct is only available if you have connected an Instagram account to the selected Facebook page. Without this, it will not be eligible for Click to Direct ads.

4. What happens if I don’t use a conversation form? A conversation form is optional but recommended for streamlining communication and capturing leads effectively. Without it, your messaging app engagement may be less organized.

5. How do I monitor my campaign's performance? After publishing your campaign, you can monitor its performance through the Ad Manager Statistics section to track metrics such as conversations initiated and conversion rates.

6. How do I track the performance of my engagement campaign? Use Meta Pixel and CAPI actions to track interactions and optimize performance based on data.

Still need help? Contact Us Contact Us