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Creating a Meta Click-to-Direct (CTX) Ad for Engagement in Stack

Engage potential customers and start conversations using Meta Ads through messaging apps like Facebook Messenger, Instagram Direct, and WhatsApp. This guide will walk you through setting up an ad campaign with a focus on maximizing conversations.

Steps to Create a Meta Ad for Engagement​

Step 1: Access Ad Manager​

  • Navigate to Marketing > Ad Manager within your Stack account.
  • Click on + Create Campaign to begin a new campaign.
  • Select Facebook Campaign and choose Start from scratch.

Step 2: Choose the Facebook Page and Instagram Account​

  • Select the Facebook page you want your ad to be associated with.
  • Choose an Instagram account connected to the selected Facebook page, or use the Facebook page itself for Instagram ads.
  • Note: Instagram messaging will not be available for Click-to-Direct ads without a connected Instagram account.

Step 3: Choose the Ad Objective​

  • Set the objective to Engagement.
  • The conversion location defaults to Messaging Apps.
  • The performance goal is set to Maximize the number of conversations.

Step 4: Choose Messaging Apps for Conversations​

  • Under Messaging Apps, select platforms like:
    • Facebook Messenger
    • Instagram Direct (active only if an Instagram account is connected)
    • WhatsApp (requires WhatsApp numbers linked to the Facebook page)

What If a Messaging App is Not Selected?​

  • All three apps available: Ad shows across all platforms, optimized by Meta.
  • Only Messenger and Instagram Direct available: WhatsApp is excluded.
  • Only WhatsApp available: Ad directs users to WhatsApp only.
  • Only one app available: Ad shows across all, but users contact through the selected app.
  • No apps available: Ad cannot be created under this objective.

Step 5: Create or Use a Conversation Form​

  • Details on creating or using a conversation form can be found in the help article.

Step 6: Select Placements​

  • Automatic Placements (Recommended): Meta optimizes ad distribution for conversations.
  • Manual Placements: Choose specific placements like Facebook Feed, Instagram Feed, Stories, etc.

Step 7: Create Your Ad​

  • Select an Ad Format:
    • Single Image/Video: Simple ad with one visual.
    • Carousel: Multiple images/videos for users to scroll through.
  • Write Engaging Ad Copy:
    • Keep it short and compelling.
    • Highlight a strong Call-to-Action (CTA) like "Message Us Now!".
  • Set Up the CTA:
    • Choose "Send Message".
    • Meta optimizes the best platform for messaging based on your selection.

Step 8: Budget & Schedule​

  • Set a Daily Budget or Lifetime Budget.
  • Choose a start and end date if necessary.
  • Ensure your budget aligns with your campaign goals.

Step 9: Set Up the Audience​

  • Define your audience by location, age, gender, and detailed targeting.
  • Use Custom Audiences to target existing customers or lookalike audiences for new users.

Step 10: Review and Publish​

  • Double-check all settings.
  • Click Publish to launch your ad.
  • Monitor performance in Ad Manager Statistics.

Tracking & Optimization​

  • Use Meta Pixel to track user interactions.
  • Create a CAPI action to send details back to Meta for effective conversation tracking.
  • Optimize by testing different creatives and audience segments.
  • Adjust budget and placements based on performance metrics.