As marketers, we all share a common frustration: doing everything right and yet falling short of meeting user expectations. You can craft the most compelling ad copy and design the most stunning creative that not only grabs attention but also drives ad clicks. But often, the story ends there. In fact, display ads see an average bounce rate of 56.5% and social media ads aren’t far behind with a whopping 54%.

Source: https://cxl.com/guides/bounce-rate/benchmarks/

So where are we falling short with our ads?
Often, it is not what we do but how we do it that determines the audience’s response to the campaigns we so meticulously design.

Conventional Ads – the Conversion Killer You Need to Ditch

Conventional or traditional ads are promotions that brands run on platforms like Facebook and Instagram. Post click, these ads typically take users to landing pages, lead forms or the brand’s website/app.

With the average attention span of users reduced to a mere 8 seconds, expecting them to complete tedious forms or to not get distracted by other products / elements on your website/app and deviate from the expected conversion journey is unrealistic.

Conventional ads also come with a laundry list of challenges that affect campaign performance and ROI:

• Friction-laden post-click journey with high cognitive load on the user
• High-post-click drop-offs
• Low engagement due to impersonal experiences
• Low conversions, higher CAC and lower ROAS

So how can marketers overcome the limitations of conventional ads to realise the full potential of their ad campaigns?

Click-to-WhatsApp Ads – the Supporting Cast that Marketers Deserve

What are Click-to-WhatsApp Ads?

Click-to-WhatsApp Ads (CTWA Ads) are promotions that brands run on Facebook & Instagram. They enable users to initiate direct conversations with brands on WhatsApp. Once clicked, these ads open a WhatsApp chat window enabling seamless two-way communication creating a dynamic and engaging experience for users.

From lead capturing to purchase and post purchase re-engagement, click-to WhatsApp Ads deliver delightful, 1:1 personalised experience across the entire customer journey and helps drive key business outcomes.

Turn Your Ads Conversational and Make the Most Out of Ad Spends

• Friction-free post-click experience
  Unlike conventional ads that redirect users to forms, landing pages or website/app, CTWA ads eliminates friction by taking users directly to WhatsApp’s chat interface. This transition allows for a more natural and intuitive conversational interaction with brands that is seamless and delightful.
• Wider reach
  WhatsApp has 2.9 billion  unique users worldwide making it the most widely used messaging platform. With users opening the app 23-25 times daily, on an average. WhatsApp offers unparalleled reach vis-à-vis other channels/platforms like email, website or apps and enables brands to reach wider and more diverse demographic by tapping into this vast user base
• User-initiated first-party data creation
  CTWA ads enables users to initiate conversations with a brand, shifting the reins of control onto the customers. Leading to high-quality, consent-based first-party data collection. This helps brands collect high-intent leads, build accurate customer profiles that aid in effective campaign planning and execution.
• Increased user trust
  CTWA ads enables real-time two-way communication, so user queries are instantly resolved, and they are effortlessly guided to the desired action. Such interactions mimic face-to-face conversations, build trust, and drive better results compared to other channels.
• Higher conversions
  Delightful post-click conversational experience, quick query resolution and a heightened sense of control – all trickle down to users feeling more valued. CTWA Ads meet users in their most preferred channel, offering a more intuitive mode of interaction, and eliminates the cognitive load associated with generic landing pages, website/apps, and complex forms. Thereby resulting in higher journey completions and conversions – from lead collection to product/service discovery, purchase and beyond.
• Lower CAC and higher ROI with re-engagement capabilities
  Promotional ads are expensive. Spending dollars on acquiring the same audience repeatedly, even more so. CTWA ads eliminates the need to run high-cost, re-targeting campaigns by enabling brands to re-engage with dropped-off users within the same chat window resulting. WhatsApp also offers a free 72-hours messaging window (after a user initiates a conversation) making it extremely cost effective vis-à vis other channels. Brands can continuously engage with users to follow up, answer queries, upsell/cross-sell, etc. – all without incurring any additional cost.

Drive Business Outcomes Across the Entire Customer Lifecycle

WhatsApp Business Messaging offers a suite of features which when combined with click-to-WhatsApp ads enable brands to curate in thread experiences that are structured and efficient. Brand can drive a host of business outcomes across a user’s journey to delight them at every touchpoint.

• Generate and Qualify Leads
  When combined with features like WhatsApp flows, chatbots and/or live agents, CTWA ads offer a non-intrusive, intuitive way to generate and qualify leads.

• Drive Sales
  Brands can pair CTWA ads with in thread product catalogs for seamless product discovery, offer personalised recommendations, and offer 1:1 guided purchase experience to nudge users to shortlist and add products to their carts within the same chat. Brands who have enabled native payment on WhatsApp can even drive instant transactions. While others may share payment links for quick conversions.

• Distribute Promotional Offers​
  Given its wide reach and audience base, WhatsApp offers the perfect channel for maximum traction for your offers and promotions to be distributed. CTWA ads help brands leverage this reach and effectively distribute promotional offers, capture user interest, and guide them through the purchase process for higher conversions and instant feedback collection with tailored interactions – tying the end-to-end customer journey together.

• Re-engage Dropped-off Users
  Even high-intent users drop-off mid journey due to a plethora of reasons. With CTWA Ads, brands can re-engage dropped-off users with personalised messages and offers without being intrusive. Seamlessly turn lost opportunities to wins while creating a sense of trust and fostering long-term loyalty.

Mastering Click-to-WhatsApp Ads

When compared to conventional ads, CTWA Ads prove to be more effective. However, not all brands leveraging it are able to use it to the full potential. Let us look at some shared challenges marketers face when running click-to-WhatsApp ads:

• Fragmented Data Across Platforms
  Brands running CTWA ads often do not have complete visibility into ad performance. Campaign data being fragmented across platforms – Meta Ads, WhatsApp Business Platform, and internal CRM/MA – makes it difficult to optimise campaigns and measure ROI.
• Limited User Journey Insights
  Existing solutions offer only basic insights into the customer journey, especially lacking the depth to track interactions on WhatsApp to fully optimize campaigns. They often lack the capabilities to tie together and visualise the end-to-end user journey –from first click to in-thread insights and beyond (events on website/app)
• Inability to Set Custom Milestones
  Most solutions do not allow for custom milestone tracking, preventing brands from tracking events leading to conversion.
• Missed Opportunities for Re Engagement
  Brands lack the tools to effectively nudge users who drop off during WhatsApp conversations, or while performing actions on the website/app leading to potential revenue loss.

Introducing Ads2Chat – for Ads that Start Conversations and Drive
Conversions

Karix’s Ads2Chat Platform is an all-in-one solution designed for brands looking to run and optimise their CTWA ads and engage users more effectively. It provides real-time insights into ad performance, covering WhatsApp and website/app interactions. Its customisable dashboards, milestone tracking, and re-engagement tools help brands access in-depth user behaviour insights, iteratively optimise campaigns, lower customer acquisition costs, and increase conversions—all from a single, intuitive platform, in real-time.

• Full-Funnel Insights in One View
  Ads2Chat provides a comprehensive 360º view of the entire user journey – from the first ad click to user interactions within WhatsApp and on your website/app. Ads2Chat seamlessly stitches together user insights, giving you a unified dashboard to analyse user behaviour.
• Custom Milestone Tracking
  Ads2Chat enables brands to configure milestones tailored to their customer journey. Whether it is app installs, signups, or purchases, monitor key conversion points, track progress, optimise campaigns for better performance and measure success – all in real time.
• Re-Engagement Capabilities
  Ads2Chat’s re-engagement tools allow brands re-initiate journeys, bring dropped-off users back into the funnel with targeted Marketing Messages on WhatsApp and guide them to the desired action. Do not let dropped-off users stay disengaged. Turn lost opportunities into wins.

Get Started with Click-to WhatsApp to Unlock New Growth Opportunities

Click-to-WhatsApp Ads has revolutionised the way brands approach advertising. It has created an avenue where brands can forge meaningful relationships with customers through conversations.

If you are ready to change your click-to WhatsApp ads game, Ads2Chat is your sure- shot way to success. Book a demo now and explore how Ads2Chat can transform your ads-to-conversion journey.