Gupshup, the world’s leading conversational engagement platform, launched Click-To-WhatsApp Ads Manager, a full-funnel tool that enables brands to harness the power of CTWA. The primary goal of this launch is to enable brands to gain actionable performance insights through precise attribution while managing every aspect of the process with a single, comprehensive, and easy-to-use tool. This is the first announcement of its kind, representing a huge step forward in cutting-edge conversational advertising.
The tool allows precise attribution at multiple granularity levels, including campaign, ad group, and individual ads. It provides an in-depth analysis of campaign performance and returns on ad spend (ROAS). It aggregates data from Meta Ads Manager and Gupshup’s conversational platform to provide deep, actionable insights.
The optimization module uses these insights to improve performance through A/B testing of ad allocations, ad content, bot journeys, remarketing campaign rules, and more. It makes use of Generative AI to recommend or even change ad creatives. Last-click data can also be sent back to Meta via its conversions API to improve ad targeting.
Brands can quickly and easily set up conversational journeys and link them to campaigns, ad groups, or individual ads through the built-in end-to-end automation of conversational advertising. Qualified leads are automatically routed into a customer data platform, along with their conversation history and related meta-data, allowing brands to collect first-party data.
Advertisers can create and link remarketing campaigns triggered by time, event, or manually. Qualified leads can be presented with the option of transacting and paying immediately or being redirected to a chatbot or human agent to drive conversion immediately or later.
This tool has multiple benefits for brands. It increases the overall conversion rate by remarketing to users who do not convert immediately. This is because every user who clicks on a Click to Whatsapp ad has their data captured and added to their first-party database with zero drop-offs. Along with the rest of Gupshup’s engagement platform, the new tool provides brands with a single, unified, and comprehensive platform to drive all aspects of conversational engagement.
“Click-to-Whatsapp is the next big frontier in digital advertising. Gupshup is excited to lead the way in helping brands to harness the awesome power of Ads that Click to WhatsApp to drive substantially higher Return On Ad Spend while also building a first-party database. We’ve received exceptional feedback from our beta customers and partners and are now making it available to all brands, agencies, and partners worldwide,” said Beerud Sheth, co-founder and CEO of Gupshup.
Gupshup is making this tool available to ad agencies, ISVs, resellers, other distribution partners, and the brands themselves. Gupshup works with thousands of Whatsapp partners and plans to offer them this latest tool.
