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All CollectionsCTWA (Click-through-whatsapp-ads)
CTWA with BIK
CTWA with BIK
Updated over a week ago

What are CTWA Ads?

  • Click to WhatsApp ads are new type of ads launched by Meta.

  • These ads are visible on all Meta surfaces (on mobile).

  • Users are taken to brand’s WhatsApp business account after clicking on the ad.

  • BIK helps clients create chat flows for CTWA ads track their funnel end-to-end.

  • Once customers initiate conversations on WhatsApp, clients can set up custom automations for each CTWA ad and get a complete view of the funnel.


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How to set up a CTWA ad (Meta Guide)?

How to enable ice-breakers?

How to connect CTWA ad and connected bot (BIK guide)

  1. Pre-requisites

    1. Setting up whatsapp number on facebook page and Instagram account

    2. If required the whatsapp OTP will come on BIK dashboard CRM
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  2. Setting up CTWA ad on Meta ads dashboard

    1. Campaign engagement objective

    2. selecting whatsapp as a channel.

    3. Confirm the number from BIK dashboard

    4. changing ice breakers (if needed)

    5. Don't switch on the ad yet. Get ad preview link

    6. Check the ad id
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  3. Setting up chat flow:
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    1. Connect CTWA on BIK dashboard - Go to https://dashboard.bik.ai/journeys/settings/ctwa (Journeys→Click to Whatsapp ad special journey)

      1. CTWA is automatically connected if Instagram channel is connected.

      2. If Instagram is not connected on BIK - Go to https://dashboard.bik.ai/journeys/settings/ctwa and connect (requires Meta admin access)

      3. Note: Please ensure that we are adding the same page here where the whatsapp number is configured and ad account id from which the ad was set up

    2. Copy the CTWA flow from library

    3. Select the ad id (from list) or set up as any

    4. Set up media as any, Activity as custom-any

    5. Icebreaker can be customised
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  4. From the preview link - check if bot flows are working or not
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  5. Analytics

    1. Ad analytics: Basic pre click analytics available on ads dashboard - impressions, cost etc.

    2. Overall Ad + Bot peformance - cost per message, cost per new lead, RoAS dashboard

    3. Bot analytics: See NLA for detailed analytics and list of phone numbers and bot

    4. Download list of users,phone numbers, orders attributed from CTWA dashboard → Ad row → 3 dots
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Set up Video

CTWA Setups -

  1. Adding WA number on Facebook page

  2. Ad set up

  3. Connecting CTWA on BIK dashboard

  4. Setting up the chat journeys with retargeting

Buyer experience of the ad


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CTWA Analytics with BIK

  1. Overall campaign summary - Reach, clicks, CTR, conversations started, cost per message, total conversions (order), Roas is visible at the CTWA dashboard (https://dashboard.bik.ai/acquisitions/ctwa) - The analytics can be seen at a campaign/ adset/ ad level.
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    1. The list of customers who started a conversation can also be downloaded with the ‘three dot’ options

  2. Detailed node analytics for user behavior at a node level can be seen on the journey page itself. (see screenshot below)
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  3. Attribution. We recommend a 3 day attribution from conversation started (in line with 72 hours free conversations window) - this is available in CTWA dashboard as part of point 1.

    1. In addition, a link click and 7 day attribution is available (same as available for all journeys - say abandon cart etc. ) . Refer: https://dashboard.bik.ai/analytics/v2?tab=journeys

How does BIK improves your CTWA ads’ ROI?

Once the user has clicked on a CTWA ad and landed on a brand’s WhatsApp chat, that’s where BIK comes into play.
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Personalised chat-bot flows

  • BIK can help set up a chat-bot specific to brands CTWA campaign. The chat flows that gets triggered can be personalised at any of these 3 levels:

    • Ad-set level

    • Ad level

    • Ice-breakers level

Retargeting automations

  • For further increasing the conversion of users to buyers, we can run retargeting broadcasts or automations. Refer to an ideal journey in library named as ‘ctwa flow with retargeting’

  • Broadcast: Create ‘Segments’ of users who have been acquired from CTWA campaign but have not made a purchase.

CTWA Playbook

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Task

Owner

1

Set up a CTWA ads campaign in Meta Ads Manager
(Destination → Messaging apps)
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Brand

2

Setting up of creatives, ad copies & ice-breakers

Brand

3

Keep the Campaign in draft state. And have the preview link ready for testing.

Brand

4

Connect Ads manager with BIK dashboard

Brand (BIK GSM can help)

5

Create a chat-bot flow to connect with the campaign (journey)

Brand (BIK GSM can help)

6

Enable visibility of chat flow for CTWA/DM section

BIK GSM

7

Test the whole flow using the preview link

Brand / BIK GSM

8

Post testing, we can make the ad campaign live

Brand

9

Depending upon the context - set up tele calling flows

Brand

10

Use BIK Segment to create custom cohorts for retargeting (on whatsapp or on Meta ads)

Brand

11

Review overall and node level analytics to optimise chat flows

Brand

Expected results:

Expect 1-2% conversion from 1st interaction on whatsapp

Additional 5-15% conversion from tele-calling

Cost of customer phone acquisition - typically in the range of Rs. 15-30 in India

FAQs

What are the prerequisites for connecting CTWA ads with BIK?

For connecting the CTWA ads with the BIK platform, it's necessary for the customers to have the following access to their Facebook account:

  • Pages (related to the ads) - In Pages, the account connected to BIK would need a minimum Insights level permission.

  • Ads account access - In the Ads account section, a minimum permission of View performance is required to access CTWA ads. The Ads account should also be connected to a pixel ID.

Can I run dynamic catalog ads and connect dynamic products on BIK whatsapp flows depending upon the products that was shown on the ad

Basically we client can run two type of ads on Meta:

  1. Specific catalog ads - every buyer sees the same product(s) copy - when connecting CTWA, client can define the products to show on WA manually.

  2. Dynamic catalog ads - different buyer see different product(s) copy - when connecting CTWA, Meta doesn't share the product that was displayed to user, so we can't configure the product to be shown. A generic set of best products can be shown.

Thus, overall we recommend running specific catalog / copy ads and connect them to CTWA. We do not recommend running dynamic catalog ads on CTWA

I am facing some issues in running click to WhatsApp ads for iOS / Apple devices? The click on ads goes to app store instead of WhatsApp which is already installed.

  • For some Apple devices and/or iOS versions, on redirection from Click to WhatsApp ad on Facebook/IG feed, instead of taking the user to their WhatsApp, the user is asked to download WhatsApp. This happens even if the user already has WhatsApp installed. While there is no resolution from Meta/Apple on this issue so far, we check this periodically and update this help doc.

  • Recommendation from BIK: If the brand is running ads in India, it would be better to run them only for Android.

How to enable ice-breakers?

  • Ice breakers are only available in campaign objective as ‘engagement’ (and not sales). Meta recommends to have engagement objective in CTWA ads

  • Go to ‘Campaigns’ → ‘Ad-set’ level.

  • Under 'Conversion' set 'Conversion location**'** to 'Messaging apps'.

  • Under 'Messaging apps' select, at least 'Instagram' or 'Messenger' in addition to 'WhatsApp' (Only then the 'Message template' option at the ad level gets visible)

  • Refer this guide by Meta: https://business.facebook.com/business/help/287043621933356?id=371525583593535

I am getting the below error.

  1. “whatsapp number required: The whatsapp number connected to your facebook page or Instagram profile was disconnected. You can run this ad again when you reconnect your whatsapp account #2446880”

  2. Not able to see the any whatsapp number connected while creating the ad

For Facebook -
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Go to your facebook page (from where ads are being run) → Settings (on left menu, 5th option) → Linked account→ Whatsapp page setting → Add whatsapp
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Ensure that the BIK dashboard phone number is configured here. If required the whatsapp OTP will come on BIK dashboard Helpdesk


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For Instagram <Optional> -

Open Instagram web → Settings → Professional account → Add whatsapp number

Ensure that the BIK dashboard phone number is configured here. If required the whatsapp OTP will come on BIK dashboard CRM

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