Ad Manager: Meta Engagement or Click to Direct Ads

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Ad Manager: Meta Engagement or Click to Direct Ads | Clixio Changelog

  • We’re thrilled to introduce a brand-new and key objective: Engagement, alongside the pre-existing Lead Generation and Website Traffic objectives.
  • This exciting addition empowers businesses to drive meaningful conversations with potential customers through Facebook Messenger, Instagram Direct and WhatsApp.
  • The ‘Conversion location’ and ‘Performance goal’ for Click to Direct or Engagement ads is set to be: ‘Messaging Apps’ and ‘Maximise number of conversations’ respectively.
  • Navigate to Ad Manager through the Marketing section in your sub-account and start a new campaign.
  • Choose to create a Meta campaign.
  • Choose the Facebook Page & Instagram Account: Select the Facebook page and select a linked Instagram account if Instagram DMs is needed to be a messaging location for the end user.
  • Choose the Ad Objective: Select Engagement as the objective for the ad campaign, with Conversion location and the performance goal set to be ‘Messaging Apps’ and ‘Maximise number of conversations’ respectively.
  • Select Messaging Apps: Choose Messenger, Instagram Direct (if linked), and/or WhatsApp(if number is added to the selected Facebook page settings).
  • Configure Conversation Form: Create a new or use an existing conversation form (refer to help article)
  • Select Placements: Choose automatic(recommended) or manual ad placements.
  • Create the Ad: Set ad format, write ad copy, and configure CTA.
  • Define Budget & Schedule: Set a daily or lifetime budget and schedule the campaign.
  • Target Audience: Define the target audience using Meta’s Custom Audiences and lookalike audiences.
  • Review & Publish: Finalise and launch the ad campaign, then monitor its performance under Ad Manager Statistics.
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  • This feature provides businesses with a structured and optimised way to create and run Meta Ads that drive engagement through messaging apps.
  • The integration of conversation forms further enhances engagement and lead generation by allowing businesses to streamline communication with their audience.
  • With this release, businesses can now maximise engagement and interactions by optimising Meta Ads for messaging-based conversions.
  1. Instagram messaging app will not be eligible for Click to Direct ads if there is no Insta account connected to the selected page.
  2. WhatsApp can be used as a messaging app for a CTX ad only if you have WhatsApp numbers added to the Facebook page that’s selected for the ad campaign.
  3. Specific preview of how your conversation form will look like can be seen on the form preview screen for each messaging app.
  4. The Preview section of the conversation form is dynamic and will show the preview of only those messaging apps that are selected for the engagement ad campaign.