THIS is the Future of Meta Ads (not what you think)

0:00In this video, I'm going to show you a meta ads campaign type that I've never made a video about before, but it's becoming more and more popular every day. And potentially even more important than that, I've been told firsthand from people that work very high up at Meta that they believe that this campaign type is the future for a lot of businesses. Let's get into it. So, the first component of this meta ads campaign type, this salesfunnel structure that I'm going to demonstrate in this video is WhatsApp. And there are a number of different applications for WhatsApp and use cases I'm going to demonstrate here. a lot of exciting

0:27stuff that not many advertisers are aware of. And just to start by taking a quick bird's eye view over WhatsApp, how that fits into the sort of meta suite of apps, how it impacts advertising today, and how it will likely impact meta ads going forward, cuz I think it's very easy for a lot of advertisers to underestimate WhatsApp, particularly those in the US where is used far less than in other parts of the world. I do think that's likely to change in the future, by the way, but that's um certainly the case. But like I said at the beginning of the video, I'm fortunate enough to speak to people who

0:58work very high up at Meta on a semi-regular basis. And they see WhatsApp as just as important as Facebook and Instagram. And what's important for Meta as a business in terms of users and where people spend their time is clearly going to be very important for us as advertisers. Not just where we can gain attention in the first place, but how we can communicate with uh our potential customers and our existing customers and all that sort of stuff. So, let me give you a quick state of play on WhatsApp before we get into the demonstration. So, right now, WhatsApp has about three billion monthly active users. That's about half the

1:29world's population if you exclude the countries um that ban WhatsApp where people simply can't use it. And WhatsApp only had 2 billion users in 2020. So, that's a 50% increase in 5 years. Like, at that rate, just about everyone that's online that is outside of the countries that Banet is going to be using WhatsApp very, very soon. to an incredibly popular successful app and it's one of those where people spend a lot of time on it when they are WhatsApp users but the rate of adoption of WhatsApp is not evenly distributed. So the US is one of the lowest like I said it'd be very easy

2:01for people in the US uh which a lot of my audience are from to underestimate WhatsApp both in its capacity as a marketing channel but also in its role in meta ads um going forward. I think that's likely to change. which I think WhatsApp's going to become a lot more popular in the US. As it does, obviously, its impact as a marketing channel and and a place for for meta ads is going to become more and more important. And I'm going to get into the specific use cases uh later on in this video. Uh but as marketers, as advertisers, we want to be ahead of the

2:28curve and if that's what we think is going to happen, we want to be preparing for that for that now, right? But you've got other countries on the complete other end of the spectrum where they completely run on WhatsApp. Think India, Brazil, many other countries where basically all persontoperson textbased communication occurs through WhatsApp and a ton of businessto business communication, customerto business

2:48communication is done through WhatsApp. Like sort of semi- jokingly these countries literally one run on WhatsApp, right? The UK, a lot of Europe is kind of halfway. So me, for example, live in the UK, basically all persontoperson outside of business communication is done via WhatsApp. It's how I talk with friends, how I talk with family. It's how I organize, you know, when I'm playing my local six aside football team

3:12stuff. It's all done um via WhatsApp. But in a business context, I'm less likely, not impossible, does happen, but less likely to communicate with other businesses or other business people via WhatsApp um unless I also know them personally. And if I as a consumer communicating with a business, then I'm more likely to use email for that for that textbased communication. But that really is changing. I think we're going to see a big shift to WhatsApp for a number of reasons. In fact, uh, interestingly, just a couple of weeks

3:38ago, my wife and I were in Edinburgh. We've got two small boys who ran out of milk and and we're staying in a hotel. My wife was like, "Oh, I wonder if I can, you know, get the hotel to bring some milk up." And and she went to call and saw the little, you know, thing on the desk that said, "Oh, just send us a message via WhatsApp." She did sent a message, milk was brought up 30 minutes later. And she was telling me like, "Oh, how good is this? I can message via WhatsApp." And and they they brought it

3:59up and that was really quick and easy. And I kind of laughed because I said to her just two weeks ago, I was talking to someone who has worked at Meta for many years, part of the team to try and make that happen and as an ongoing process. And it's just interesting to see that in the real world given the the access um that I've got. But she was talking about that as being a much better consumer experience, customer experience, being able to communicate with the hotel via WhatsApp and get something dealt with really quickly as opposed to calling and, you know, it rings for ages until

4:27someone at the reception deals with the person in front of them to be able to pick up the phone or sending an email which gets responded to a day later or or alternative uh form of communication. So, communicating with WhatsApp has those advantages already. And I think that looking ahead a little bit, it's only going to get more effective and more powerful. Why? Because AI is going to impact that space maybe more than than others even in terms of what's likely to happen. Right? So, one of the things that has slowed down business adoption in certain locations of WhatsApp as a way to communicate with not only prospects but existing

5:05customers is fears from business owners around, well, isn't that going to cost a lot? lot of extra communication. I'm going to need extra staff, extra support team, extra sales staff. And that's probably why we've seen a greater adoption in a lot of Asian countries where labor is a lot cheaper and that's less of a concern. So I think I think that makes sense of what we've seen so far. But obviously AI is going to be able to handle a lot of that communication between our prospects that haven't yet become customers and our existing customers for us. So businesses can switch to a more WhatsApp-based communication system with their

5:36customers and with their potential customers without it costing a ton in terms of extra um stuff because they can use business AI agents to do a lot of that for them. And also as these AI agents become more sophisticated, not only does it save on costs for a business, but it also allows for greater customization of that experience of that interaction. So, let's say a customer or potential customer prospect is communicating with you via WhatsApp to find out more about your products and services. Well, an AI might be able to determine that that person needs a bit of extra information to get them to convert. Maybe they need to be

6:12recommended something a little bit more specific to them. Maybe they need a special discount to be offered whereas other people don't. And we know we've had enough iterations of this throughout marketing and and digital marketing to know that more customization to the individual done well as part of the marketing, as part of the salesunnel process increases conversion rates, which makes total sense, right? Because you're then providing them with something that is more applicable to their situation and more likely um to give them what they want. So done well, that's going to improve conversion rates and improve our results as well, which is brilliant. And we can think about it

6:46as a great way to reactivate uh previous customers or dormant customers. I've got use cases on that later on. But if the traditional ways of doing that over, you know, last 10 years, let's say, or longer in in in some cases might be a combination of email marketing, SMS marketing, we can definitely throw WhatsApp into that mix. Okay. And in fact, Meta's just started rolling out a business AI on WhatsApp to do a number of things. Now, not many people have access to this yet, but we know they're testing it. Some ad accounts haven't. is going to be rolled out. And I just want to quickly uh focus in on what this

7:18business AI within WhatsApp um h is going to be able to do because I think that's really exciting and you can help vis help you visualize what's likely to come. So there's a bunch of information here talking about what it is, right? But here here's the important part that I want to zero in on. So when your business connects business AI, obviously you need that feature. It can perform the following actions for your customers

7:37based on the information you provide. Respond to customer questions about basic information like your business hours or location. That means they get responded to faster, not just saving on extra, you know, customer support staff. Provide answers to qu customer questions about specific products or services, which is obviously handy. Recommend products or services to your customers. That's a big one because it may well be that in the communication, the AI can detect that actually this product or this service will be better for them based on what it is they're looking for,

8:03which will improve conversion rates. Provide customers with details about pricing, respond to customer questions about discounts, payments, and shipping. So automating a lot of the process and helping with results. So really excited to see what happens here. And we know that like with all AI based uh products, this is only going to get better and better. It's being tested right now. It will be rolled out. It'll be much better in a year's time that it is now. It'll be much better a year after that. And uh it may well be the way to go for a lot of businesses as like I said, people higher but better believe it's going to

8:33to be. So I'm going to create a detailed tutorial walkthrough of business AI uh within WhatsApp and how that works um when more ad accounts had I think it's probably a little bit premature at the moment to talk about that. So once that's uh more widely available and I can talk about it people can actually implement it then I'll go ahead and do so um but I just wanted to to highlight it now. We went to the performance summit, Meta's performance marketing summit in San Jose in the summer and they demonstrated what a business AI interaction with a customer could look

9:03like. Is this shampoo bar suitable for my hair type? What's your hair type? Is it straight, wavy, curly, or coily? I have curly hair. Based on that, which shampoo bar would you recommend? The coconut oil solid shampoo contains castor oil and coconut oil, which smooth the hair cuticle and reduce frizz. That's great. I'm going to get one for me and my two best friends. Can I get

9:25three bars? Sounds great. And since your order will be over $35, you'll get free shipping. Awesome. Can't wait to try it out. So, that video is actually a demonstration of a prospect communicating with the ad itself as opposed to within WhatsApp. But it's a really good visual demo and we know that the technology used within WhatsApp is

9:43going to be very, very similar. Obviously, most people will interact on WhatsApp with a business AI uh on a text basis, although they probably will be able to do so on an audio basis as that as that example was. And actually, I think that audio interaction is going to become more and more popular within WhatsApp and and messaging apps. I mean,

9:59I'm seeing that in my own communication. I'm more likely and people are more likely to send me like voice notes and things like that, communicate that way um as opposed to just via text in general. So we may well see that become more and more popular and then the IIO will be able to operate textbased audio- based um either way. So yeah, so if you don't have the business AI option, WhatsApp business AI option, which most businesses don't at this point, um I will let you know, like I said, and have a future video on that when it is more widely available. Make sure you subscribe um for that. Um, in the

10:31meantime, there are still things you can do to help automate the interaction you have with your prospects if you're running ads to communicate with your prospects via WhatsApp. So, there are many external tools and there's actually stuff that you can do within the ad creation process that will help automate that and we're going to run through that right now. So, to demonstrate this, I'm in an example ad account. I'm in Ads Manager. I'm going to go ahead and create a new campaign. So, I'm going to show this quickly with a leads campaign

10:55first and then show a sales campaign. Um, the setup is slightly different. You can of course run ads to WhatsApp to um engage them there and then convert them there with other campaign objectives, but I know the majority of people are going to be using leads and sales campaigns. So, let's go ahead and select leads to start with. Now, I'm not going to cover all the settings within a campaign, ad set, etc. I've got videos on all that stuff um should you want to check it out more. What I'm going to focus on here is the stuff that is pertinent to WhatsApp click to WhatsApp ads initially and then we'll talk about

11:24some other very interesting WhatsApp uses that almost no one knows about. um once we've been through this section. So, I'm just going to focus on those parts. I'm going to jump to the adset level. And the first thing I need to do is select the right conversion location. You can see with a leads campaign, we

11:37can just go ahead and select WhatsApp. Right. So, once I go ahead and select WhatsApp, we can see we've got this performance goal option. Now, the default here is maximize number of conversations. Um that is absolutely what I'd recommend you select. One potential issue is where you're advertising. So you can see here here it says we've got an error pop up saying performance goal unavailable. The goal maximize number of conversations is not available for ads that click to WhatsApp because your account is subject to privacy rules in Europe. So update goal to maximize number of link clicks. So I click update goal and it changes to

12:10maximize number of link clicks and this uh this error will go away. Not ideal but if you're operating within Europe just a necessity based on privacy rules. Hopefully that changes at some point. I don't really see why that would be the case but uh just something to quickly highlight. Otherwise, you want to go ahead and go with maximize number of conversations if you're operating in a different location. Okay, so that's the adset setup you need for a leads campaign. Let's demonstrate it with a sales campaign. So, if I come back out to the campaign level and go ahead and create a sales campaign, you see there's

12:37a bit of a difference here. Click continue. Jump once again to the adset level. And then our conversion location options are a little bit different. Uh the default is obviously website. What I want to select here is message destinations. We don't have a just a WhatsApp specific option at conversion location. Um, and then we can see we've got these various options, right? So, we can because there there's different places that you could run ads to, not just click to WhatsApp, they could click to message with you on Instagram or via Messenger. So, you could have one selected or three selected. For this video, I'm going to deselect um

13:10Instagram and Messenger and just go with WhatsApp. Now, you will need to have a WhatsApp for business account set up to do this, not just a regular WhatsApp account. If you're sort of grayed out, you don't have an option down here, that may well um be white. And then obviously it needs to be added into your uh your business manager so you can go ahead and and and have it as an option just like with your other assets like your Facebook page, Instagram account, things like that. Um setting up a WhatsApp for

13:31business account is super easy to do. Easiest way um is to on your phone go ahead and download the WhatsApp for Business app. It's separate from the regular WhatsApp app. Um, and then when you open up that app, you'll be asked if you want to just transfer your number that you have associated with your WhatsApp account over to your WhatsApp for business account. You just click yes and boom, done. You've got a WhatsApp for business account, your number set up. You can still nothing changes if you do that in terms of your ability to communicate with people that you are already communicating with um via WhatsApp. Obviously, there's going to be

14:01a few extra steps if you don't have a WhatsApp account at all. Um, but that's becoming rare and rarer anyway. And uh and yeah, that's what I did to set it up. Really quick and easy. to go ahead and do that and then you can go through the steps that we talked about. Um, okay. So, let's jump back into our ad account. So, once we've selected our message destinations and then we've selected WhatsApp here, we come down to

14:20the next part which is performance goal. So, the default here is maximize number of conversations. And we can see we've got this same error of being in Europe, we can't have maximize number of conversations, which is which is annoying. Uh, it's not going to affect everyone. But either way, actually with a sales campaign, I wouldn't go with maximize number of conversations as I

14:38would with a leads campaign if you can. I would go with maximize number of conversions because that's what we really want. We don't just want people to talk with us. We want them to actually convert. We want them to buy something. That's why we're running a sales campaign in the first place. And just a quick recap, I would run a sales campaign if you can accurately track and within a relatively short time period the transaction that occurs. So when people actually buy something from you, I'd go with a leads campaign if that is not the case. Now once we select maximize number of conversions, which we

15:06don't have the error for in Europe or otherwise, which is great. You need to then come back up here and make sure that you're optimizing for the right conversion event. This this will only become available once you select that performance goal. Right? So just make sure you've got pixel set up. Oh, to to optimize for conversions through WhatsApp, just like with uh optimizing for conversions to a regular sales campaign, you're going to want pixel set up properly. You're going to want conversions API set up properly so that Meta can see who is converting, who isn't, how much they're spending, all that good stuff. I have videos on those

15:34things if you want to know how to set those up. But then we need to make sure you've got the right pixel setup. Example, ad accounts. Perfect. And then we need to select the right conversion event. So for most businesses, if you're running a sales campaign, that's going to be purchase. Although you could have different options depending on your conversion volume. Right? So we've gone ahead and selected purchase. And that's all we need to do at the ad set level for this click to WhatsApp um sales fun approach. Obviously, there are other things we would do as part of creating this campaign, but we're focusing on

15:59those elements specifically. Then we want to jump to the ad level. So, at the ad level, just like with the previous stages, just going to focus in on the the WhatsApp specific stuff here. here. So, I'm going to scroll down to this um chat builder option, which really helps you automate and direct that initial conversation that you might have with your prospects on WhatsApp once they click to an click on an ad and and come

16:19through, which can be really handy. Probably something you're not familiar with if you haven't run a click to WhatsApp campaign or or click to Messenger campaign. So, if I go ahead and click edit, when they click on an ad, this is what they'll initially see, right? So, there's like an automated greeting or welcome message. The default is, "Hi, please let us know how we can help you. I think you want to tailor this to something that's specific to your business. So for us, for example, someone clicks on one of our ads, we could say, "Hi, please let us know how we can help you crush it with meta ads

16:45this year." So it's just emphasizing what it is that we help with, help affirming the action that they've taken, which is to click on the uh on the ad in the first place. Probably not a huge needle mover from the default, but just a nice touch, and I think it makes sense to tailor that to your business. Some of this other stuff is probably more important. Then we've got a call to action which can appear beneath um this

17:08welcome message. So the default is none. And if we just click on the options, we can see we've got call now and visit website. So if we've got call now, you can see that adds a little button underneath that welcome message. Uh or we can go with visit website. Again, adds a little link on there. Typically, most commonly, we're going to go with none. And here's why. If we wanted to send someone straight through to the website, we would just run an ad that sends them straight through to the website as opposed to WhatsApp. Once someone clicks away from a WhatsApp chat to go on the website, that can often be

17:36a bit of a dead end. A lot of the purpose for sending people to WhatsApp is to have that more personalized communication to overcome objections to answer questions and things like that. Well, we want to keep them on WhatsApp if that's the case, right? So, we don't want to visit website. Call now is a good option if that's how your business is set up and you're happy to receive inbound calls uh whenever you're running ads, right? as you can just add in a number and that could be a great way to get someone on the phone and actually communicate with them with the potential

18:01to uh to convert them into a customer. So, if your business is set up that way, then great. Ours isn't. The way we interact with customers is they book a call into our calendar with us as opposed to us just receiving inbound calls like that. So, we wouldn't go with it, but you might want to depending on your business just wanted to uh talk about the call to action cuz that's important. And then next, we've got this pre-filled message. So, suggest messages or questions people can send. So, this is stuff that your prospects can send to you. You can see the default here is hello, can I get more info on this? And

18:28that's down here almost in like draft mode, ready for someone to send. So again, I think you want to customize this to match with the ad, match with whatever it is you're advertising. So let's say we were running an ad for our Meta Ads mentorship program. Then we might change this to something like, "Hello, can I get more info on your Meta Ads mentorship program?" I just think that's better. It's a little bit more customized. It's it it looks a little bit more professional than just the default standard. Although the default is not necessarily a bad way to go. So you can use this to help sort of lead

19:00the conversation. So can I get more info on your meta ads mentorship program? We could even get more specific for a specific element of the mentorship program if that's what the ad was about. You really got to put this in context with what they've already seen and interacted with when it comes to the uh to the ad itself. So we can go with one pre-filled message like that or we could go with frequently asked questions to give people a number of different options. Okay. So interestingly here you can see hi I'd like to know more is anyone free to chat that might be a a good way to go depending on how your

19:29business is structured. But if we were running this again let's say we're running an ad campaign for our mentorship program. We might use options like this. So I've added three questions in here and I want to talk through them quickly so you can see the logic of what we're doing and you can see how they appear here. Right? They've got the three options. um they can just click on the little button to send that as a response to the automated greeting. You can also see there's a message option down here by the way. So if if the prospect wants to send us something that's not related to these and just

19:53wants to send us a message of whatever they want to know about they can also do that that that is a a viable option just to make that clear. Um but with this we can really direct the conversation and look to overcome objections. Just to quickly read through this the first one is hi is there a minimum ad spend for your meta ads mentorship program? Now there isn't a minimum ad spend. We have people that are just getting started all the way up to people that are spending hundreds of thousands if not millions a month on on meta ads. So really um spans this the spend levels and that could

20:20overcome an objection for us and get us closer to the conversion because we want someone to ask a question if it's a sticking point for them and we can alleviate a concern around it. So there might be people thinking I'd love to join Ben's Meta Ads mentorship program but I don't think I spend enough on meta ads to qualify. Well, if they go ahead and ask that question and we say no, no, there's no minimum like absolutely you can be part of the mentorship program, then great. We've overcome an objection closer to that to that conversion. Next one. Hi, how long does your meta ads mentorship program last? There might be

20:48people again thinking, well, how long are you am I in there for? Because if it's only like a couple of weeks, I might not have time to implement. Or we can answer that question in a way that we know helps generate the sale, get us close to the sale. We could say, no, most people in there for 3 months, it can be longer. There are there are different options. Um, so that's another one we could see have something like this. Hi, can I please see some case studies from previous mentees? Well, we've got loads of case studies and testimonials of people who have had fantastic results with my uh with my

21:12mentorship program. There's a link in the video description, by the way, in case you are actually interested in my uh in my mentorship program. So, if someone asks that, we know that putting that information in front of them, because we've got so many, there's a good chance they'll see a see one from a business that's similar to theirs and they'll be like, "Wow, if it worked really well for them, it probably worked really well for me." And they get closer to being able to convert. So, you can really overcome objections and direct the conversation. and you want people to ask questions that might be sticking points for them. If you can give them an

21:37answer that makes them go, "Okay, great. Yes, that is for me." Um, so, uh, so just something to to spend a little bit of time with, then you can just simply give the, uh, the template a name and go ahead and and click save. And actually, in preparing for this video, I had a quick chat with, uh, people on our team that really specialize in in campaign types like this, that run tons of click to WhatsApp and other click to messenger campaigns. And they said that this stuff here, this chat builder, this stuff that starts the conversation, these frequently asked questions can be a really big deal. It can absolutely have

22:06a big impact on lead rates, a big a big impact on conversion rates. So they spend quite a bit of time testing different options and working out what works best and which people click on and and how to to kick off that conversation in a right way that gets them closer to the sale. So if you are going to give click to WhatsApp ads a go, definitely something to spend some time on. So, which businesses in particular do I think should give this click to WhatsApp campaign type a go? There's some other WhatsApp applications I'm going to get

22:31to in in a minute as well, by the way. But the businesses I think should be trying this. So, if you communicate quite a lot with your clients and customers via email, I think this is a no-brainer to try. If people often have questions and objections before buying, like absolutely, because WhatsApp is just a more efficient way to communicate for both you and um for them. Also a good idea to try I think if you struggle to convert cold track. If you have a higher ticket offer and people are reluctant or it's something new they haven't bought before or they're perhaps not really familiar with like you have a

23:00lot of questions in initial process. Maybe you don't want to have to have a really complex salesunnel with like multiple sales calls. Some things are still going to need that. You can in integrate a WhatsApp salesunnel and include a sales call as well. But I know of businesses that have gone, you know what, I think we might be able to avoid needing a sales call if we could just do a really good job with our WhatsApp communication with businesses and provide the information that people need in order to be able to go ahead and and make the decisions cuz you can warm

23:27people up really quickly in WhatsApp. You can overcome a lot of objections. We talked about that in the uh in the chat builder and how we can start off that process. And you also add extra touch points because if you're communicating say with email, often that's quite a slow back and forth process. has kind of accepted that it might take you know a day or so to get back to you. Whereas WhatsApp people expect that much faster communication that adds an extra burden on the business but it also provides a much better customer experience and you can have that back and forth and and quite quickly and I actually see that as

23:55businesses do this more and more and we see this definitely in the countries where WhatsApp is widely used for business purposes that if you can communicate really well with your customers via WhatsApp that is a big competitive advantage because it feels more personal the speed to response is quicker. It's more friendly. It's less formal for someone in the UK. It's where I talk with my friends and family. If I'm also talking with a business there, it kind of changes the perspective on uh on on the interaction. And we know that if people feel like businesses are better communicating with them, if they feel more looked after, they're more

24:29like to come back. They're more likely to buy again. They're going to spend more with you. Your customer lifetime value goes up. That makes your advertising easier and does a whole bunch of good things for your business. I'll get back to the video in a second, but first I want to let you know about Particle. Particle is a fantastic tool that takes meta ads targeting from good to exceptional by providing the in-depth market intelligence and competitive insights necessary to truly understand and reach the right audience in 2025 and beyond. With Particle, you can track competitor sales, pricing strategies, and product launches down to the skew level, which means you can identify

24:59which strategies are working well for your competitors, understand their target audience's purchasing behavior, and uncover untapped market opportunities for your ads. Particle can also help you find new audiences or market segments by revealing top selling trends or product opportunities. Combine that with Particle's granular skew level data and you'll be able to make more informed decisions about targeting,

25:18creative, and overall campaign strategy. Right now, you can get started with Particle for free, no credit card required. Just click the link in the video description below. So far, I've talked about click to WhatsApp campaigns mostly in isolation. I've discussed the the benefits of of using that campaign structure and why it might be a really good idea for a lot of businesses to at least try it. But there's another very very compelling reason to use click to WhatsApp campaigns and that's the ability to send WhatsApp marketing messages. And this is something that not a lot of businesses are aware of, not a lot of advertisers aware of, but this is

25:50a really big deal. So to demonstrate what is possible here, I've got Meta support doc up about marketing messages. And in here they've got some examples for use cases I'm going to quickly run through. And I think a lot of you going through this are going to be quite excited. Um, I certainly was going through this and thinking about all the potential implications and the the ways that we can make our advertising budget go that much further. Okay, so marketing messages. Engage customers and build loyalty throughout the customer journey by driving interest, conversion, and re-engagement with promotional WhatsApp marketing messages. Okay, so we've got some information here. Nurture

26:24relationships, etc., etc. But this is this is the part that I really like, the specific use cases. So we've got build awareness. help new customers get to know your business once they opt in to receive WhatsApp messages from you. I'll talk about that in a second. Um, you can start personalized marketing messages to build awareness. So, use marketing messages to share products or services, nurture leads, follow up on your ads that click to WhatsApp. What we've just

26:46been through. So, here's the example. So, here's like an example of a WhatsApp marketing message. Ready? Ready for some sun and sand? Ravi, check out hot deals on direct flights from Bangalore. Type B for Bali, D for Dubai. And then you can see save up to 40% if you book barley uh flights this month. So being able to send messages like that, I mean that's a really big deal on a platform like WhatsApp where the engagement is going to be really high. You're not going to end up in an email spam filter for example um the equivalent and then you can tailor the the directions of you

27:15know where uh in this case Ravi might be interested in in in going right and you can uh include deals. Okay, so there's one example. Next one. Drive sales. Spark sales with messages that announce deals or share promotions and coupons. Use these marketing messages, too. Make product recommendations. Announce a price drop. Make targeted offers. Offer assisted selling. So, you've got Tasha, we think you and your pet deserve a treat. Please enjoy 15% off your next uh pet food order. Use code loyal 15 at checkout. And of, you know, does that include sale items? You bet. Enjoy. This is very exciting for us marketers. You can start to see like, wow, this really

27:48is potentially quite a big deal in terms of what we can do. and how we can engage with people that have interacted with us on WhatsApp. Next section is retarget to re-engage. So use marketing messages to revive dormant customers who visited your website or used your app in the past. So use re-engagement marketing messages too. Revive an abandoned cart, renew a lap subscription, share loyalty

28:11offers, upsell products or services. Like people particularly involved in the e-commerce space spend so much time, effort, resources trying to get people to do all those things right. Revive an abandoned car, renew a lat subscription, and you might be able to do that with WhatsApp marketing messages. So, missing your favorite shows, Kieran, type yes to resubscribe, and we'll give you your first month free. Yes, great. You're all set. First month free, etc., etc. Uh, next one. Promote your app. You can do it to encourage um people to install or take an action within your app, you

28:39know, using a special code in this case. We've got another one, build relationships. Oh, I really like this one as a use case. I think this is quite quite a clever uh marketing tactic. So, here we've got make marketing messages personal to strengthen customer relationships. Obviously, an option that you can do based on the information you have on your customers and on your prospects. So, here we've got, "Happy birthday, Dave. Type yes if you'd like a 15% discount to use on your special day." What a nice touch. Wouldn't you like that if on your birthday a company sent something like that through? By the way, also helps generate the sale and

29:08you increase your revenue, increase your customer lifetime value, and they've got, you know, your code is Bday 15. Um, enjoy. So, a really compelling use case to run click to WhatsApp um ads to be able to also message a lot of those people later down the line uh with mark with WhatsApp marketing messages. Now, in order to do this, people do need to opt in and it mentioned that in that doc and I just wanted to quickly highlight that point. I've got another doc up about this so we can quickly discuss how this would work. So, we've got here um a best practices section for optin. So, it

29:42says users should expect the messages and calls they receive. You can set this expectation by obtaining an opt-in that encompasses the different categories of messages that you will send. For example, order updates, relevant offers, uh product recommendations, etc. There's a lot of other information on this page, but that's the really relevant part I think that's uh that's important. So, what I probably recommend you do is try and get an opt-in during or just after

30:02that initial interaction on WhatsApp. So, you could send a message like, "Would you like us to send you relevant offers?" And then if they say yes, you're able to send them relevant offers. I think there's going to be a decent uptick uptake in that um as opposed to other forms of of communication where people might be a little bit more reluctant particularly if they feel like they're going to get special offers from brands that they already interested in their products and

30:22services and uh and things like that. Okay. So, if you do run click to WhatsApp ads, be aware that you're also building a really valuable marketing asset at the same time, which is your WhatsApp messaging list. And obviously, you can use that in a similar way to email, SMS, but with higher engagement. and because of the higher engagement uh with your marketing communication, better results. So, I'm going to do a full tutorial on this in standalone video, but I wanted to highlight this as an added benefit of running click to WhatsApp ads in case you were thinking of giving it a go and weighing it up

30:48versus the other options that you might have. Okay, another thing that we need to quickly cover is WhatsApp ads in status and channels. Yes, we do now have ads in WhatsApp. Again, something that not uh many people are familiar with. So far I've talked about using WhatsApp as a sort of postclick interaction uh location. So the ad is served on Instagram, served on Facebook, they click there, they then come through to WhatsApp and you can communicate with your prospects there to to hopefully make the sale to get them to take the action you want to take. But there is also the option to put ads on WhatsApp

31:23itself within status and channels. Right? So I've got another doc to demonstrate what that might look like. Okay. So look, we've got here ads in status and channels. And in case you're not familiar, status is similar to Instagram stories, but within WhatsApp. So if you go into your WhatsApp app and you click on updates down at the bottom, you will see statuses and you will see um channels within there. So you can see we've got some information here. People and businesses use status to share photos, videos, voice notes, and text with their mutual contacts in the last 24 hours. Similar to like an Instagram story, right? By showing ads in status,

31:56you can help your business get discovered by new customers and make it easy for them to start a conversation with you all within WhatsApp. Similarly to how you would put an ad in Instagram stories so that you can pop up and people find you and you can communicate with them um there and then. And then we've also got promoted channels. So I'll read through this just to quickly explain. So people use channels to get oneway broadcast such as text, photos, videos, stickers, and polls from their favorite people, brands, and organizations. promoted channel ads help your business get discovered by boosting your channel in the directory and making

32:23it easy for people to find content that's right for them. So, obviously only something you want to do if you're actually going to be committing to um sending out these these one-way broadcasts and and that's going to be part of your marketing plan going forward. If you go into the update sections, you'll see the channel recommendations option. You can see how running ads get you um more likely to be recommended. But just to be aware that that is another option um for how we can actually advertise in WhatsApp. Uh not everyone has these yet. It's going to be rolled out more broadly. There aren't any plans to put ads in WhatsApp in

32:54other locations yet. Things like within the chats may well happen in the future. We will see uh but not yet. Now I'll create a full tutorial on these WhatsApp ads on status and channels at some point. Make sure you go ahead and uh subscribe for that. But I wanted to flag here because if you're going to use the click to WhatsApp ads that we talked about earlier, you know, ads that can be anywhere. They can be on Facebook, can

33:13be on Instagram, can now be on threads. We obviously have ads on threads as well well now and come through to WhatsApp as the destination. um that these other options like WhatsApp marketing messages definitely and and and this potentially to a lesser degree, but but also an option to make your click to WhatsApp ads budget go further where you can reactivate and re-engage if you get people um through a channel or you're more likely to be able to communicate with them uh on WhatsApp to be able to

33:38send WhatsApp marketing messages. Something to be aware of as part of talking about WhatsApp as an option and where it fits into the meta ads um landscape. Now, before you go, here's a question I get asked all the time, and that's if you started Facebook ads again today from scratch, what would you do? So, I created a video answering that exact question, and you can check it out here. I walk you through exactly what I would and wouldn't focus on, the things that I would try and acquire as skills myself versus the things I would get other people to do for me. So, if you haven't already, go ahead and give us a