Overview

Ads are one of the primary ways in which businesses acquire new customers. Ads help a business spread the word about their products/offerings and entice their audience to purchase and use their products. It is well known that the copy and media used in an ad play a critical role in improving click rates and encouraging more people to engage with the ad.

However, businesses face a lot of challenges with acquiring potential customers even after they click on the ad. This is primarily because depending on the product/offering, users might have a lot of queries and need more information about a product. If they are not able to get clarification on their queries, they might drop off and not continue down the funnel.

Allowing users to engage with ads and get the answers they need will increase customer confidence in a product and help businesses improve their ROAS (Return on Ad Spend). And in order to allow users to engage more deeply with ads, businesses can make use of Conversational Ads.

What are Conversational Ads?

Conversational Ads essentially allows a business's potential customers to start a conversation with the brand. This allows them the opportunity to get a better understanding of the product/offering being talked about in the ad.

Because users are also having conversations directly with the business, this provides businesses to get more first-hand information from the customers and also get a deeper understanding of their requirements and problems. Businesses can then use this new information to further personalize their campaigns and also improve their product. This analysis is done via Click to Haptik.

The core idea behind Click to Haptik is to analyze the conversations that are started by clicking on an advertisement. Using this, businesses can provide a unique, personalized experience to each of their potential customers right from the start of the conversational journey. With this, businesses can increase Ad conversions by making Ads interactive and also by answering immediate user queries. According to market data, conversational advertising generally leads to returns that are 2 to 10 times better than those generated by traditional advertising.

Benefits of Click to Haptik

With Click to Haptik, you can analyze following in just a few clicks:

• Ads Engagement
• Conversions
• Purchases
• Return on Ad Spend

Along with that, you can make use of the behavioral data of users to further build personalized retargeting campaigns for them. These campaigns take your users through a conversational journey that you know is of interest to them, instead of using a one-size-fits-all approach.

In today's progressing virtual world, users have a lot of options easily available just within a tap of a button and it is very imperative for a business to be able to capture users' interest in the first interaction itself, and Click to Haptik does exactly that for you. For more information on analytics, click here.

How does Conversational Ads work?

Conversational Ads essentially redirect users into a chat medium once they click on the Ad. The users have a conversation with the business on the chat medium directly after they click on the Ad. Since there will be huge volumes of incoming chats, businesses will have to use automation to efficiently respond to all queries. This is where technologies like Haptik IVAs start to shine.

To get a better understanding of this, let’s look at an example of how a hypothetical online fashion store, FabCart, can use conversational advertising to acquire new customers.

A brand like FabCart can run a conversational advertising campaign, encouraging users to know their style by talking to a virtual stylist. The virtual stylist (Intelligent Virtual Assistant) can help the users enter a few details about their preferences and then make personalized recommendations to them.

Once the user has received their recommendation, FabCart can also try to take the user further down the acquisition funnel by collecting details such as a phone number in exchange for a discount code.

Businesses can use the information collected from the conversations and try to retarget them using the customer's information to further personalize the outreach.

You can check the below video to see the Conversational Ads feature in action.

Where can these Conversational Ads be posted?

Support for Conversational Ads is available on major Ad placements like:

• Display Ads
• LinkedIn Ads
• Meta Ads

Currently, Conversational Ads on Meta properties are some of the most performant options out there. These properties are where most users are, in terms of messaging applications. With that context, the best channels on which businesses can leverage Conversational Ads are via Meta.

On Meta, Conversational Ads are called “Click to Messaging Ads”. This name reflects the underlying functionality of Conversational Ads wherein users are deflected to a messaging channel. 

Meta supports 3 types of Conversational Ads:

• Click to Messenger
• Click to Instagram
• Click to WhatsApp

How to use Conversational Ads?

There are three main steps involved in using Conversational Ads. 

First Step

The first is to create and set up the Haptik bot on the channel where you want the users to interact. A bot is linked to a particular meta property based on the channel the bot is being deployed on.

• A bot on Messenger is tied to a Facebook page
• A bot on Instagram is tied to an Instagram account
• A bot on WhatsApp is linked to a Whatsapp Business Account

You can read here to get started with creating a bot on Haptik and refer to the steps mentioned in the respective articles to deploy the bot on the channel of your choice.

Second Step

Once the bot is deployed, the next step is to create an Ad on the Meta Ads manager. Ads follow a similar process to the one used with bots and, as such, their destination would also need to be defined:

• A Click to Messenger ad will have to be linked to a Facebook page 
• A Click to Instagram ad will have to be linked to an Instagram account
• A Click to WhatsApp ad will have to be linked to a Whatsapp Business account

Third Step

The last step is to create message templates. These are message prompts that the users will be shown when they click on the Ad. The users can click on one of the messages from the prompts to start a conversation. As long as your bot is equipped to handle the message, the user can have the conversation they need to get their queries answered.

You can also edit this message template as shown below.

Once all these three steps are done, you are good to go with Conversational Ads. Congratulations!