In this article, we will discuss in detail the steps to create a Meta Ad for Engagement objective with added exceptions and limitations regarding how the ad and conversation form function depending on the availability of different messaging apps.

TABLE OF CONTENTS

• How to Create a Meta Ad for Engagement with Messaging Apps as the Conversion Location
  • Step 1: Access Ad Manager
  • Step 2: Choose the Facebook page and Instagram account
  • Step 3: Choose the Ad Objective
  • Step 4: Choose Messaging Apps for Conversations
    • What If a Messaging App is not selected?
  • Step 5: Create or Use a Conversation form
  • Step 6: Select Placements
  • Step 7: Create Your Ad
  • Step 8: Budget & Schedule
  • Step 9: Set Up the Audience
  • Step 10: Review and Publish
• Tracking & Optimisation

How to Create a Meta Ad for Engagement with Messaging Apps as the Conversion Location

Meta Ads allow businesses to drive engagement and start conversations with potential customers through messaging apps like Facebook Messenger, Instagram Direct, and WhatsApp. This guide will walk you through setting up an ad campaign with the following specifications:

• Ad Objective: Engagement
• Conversion Location: Messaging Apps
• Performance Goal: Maximise the number of conversations

Additionally, this guide highlights the exceptions where the ad or conversation form may work for one messaging app but not for others.

Step 1: Access Ad Manager

1. Go to sub-account > Marketing > Ad Manager provided your onboarding is completed. (Refer link on how to enable and resell ad manager)
2. Click on + Create Campaign to start a new campaign.
   
   
3. Select Facebook Campaign and Start from scratch.

Step 2: Choose the Facebook page and Instagram account

1. Select the Facebook page you want your ad to associate with and reflect your business.
2. Either select an Instagram account that's connected to the selected FB page or use the Facebook page itself to showcase your ad on Instagram. Details on how to connect an Instagram account with the FB page and other important info is listed in the following help article.
   
   

Note: Instagram messaging app will not be eligible for Click to Direct ads if there is no Insta account connected to the selected page.

Step 3: Choose the Ad Objective

1. Select Engagement as the objective.
   
   
2. The Conversion Location is defaulted to be 'Messaging Apps'.
   
   
3. The Performance goal is defaulted to be 'Maximise number of conversations'.
   • This ensures Meta optimises ad delivery to encourage users to start chats with your business.

Step 4: Choose Messaging Apps for Conversations

Under the Messaging Apps section, select one or more platforms where you want to receive messages:

• Facebook Messenger
• Instagram Direct - It will be active to be used only if the selected Facebook page has an Instagram account connected to it.
• WhatsApp - The WhatsApp can be used as a messaging app for a CTX ad only if you have WhatsApp numbers added to the Facebook page that's selected for the ad campaign.

What If a Messaging App is not selected?

Step 5: Create or Use a Conversation form

The details on how to create or use an already created conversation form are explained in detail in this help article.

Step 6: Select Placements

• Automatic Placements (Recommended): Meta will distribute the ad where it’s most likely to generate conversations.
• Manual Placements: You can select specific placements such as Facebook Feed, Instagram Feed, Stories, etc.

Step 7: Create Your Ad

1. Select an Ad Format:
   • Single Image/Video – A simple ad with one visual.
   • Carousel – Multiple images/videos users can scroll through.
2. Write Engaging Ad Copy:
   • Keep it short and compelling.
   • Highlight a strong Call-to-Action (CTA) like "Message Us Now!".
3. Set Up the Call-to-Action (CTA):
   • Choose "Send Message".
   • If multiple messaging apps are selected, Meta will optimise the best platform to message you where you're most likely to respond.

Step 8: Budget & Schedule

1. Set a Daily Budget or Lifetime Budget.
2. Choose a start and end date if needed.
3. Ensure your budget aligns with your campaign goals.

Step 9: Set Up the Audience

1. Choose your audience based on location, age, gender, and detailed targeting.
2. Use Custom Audiences to target existing customers or lookalike audiences to find new users.

Step 10: Review and Publish

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

Tracking & Optimisation

• Use Meta Pixel to track user interactions. 
• Create a CAPI action to send back details to Meta for effective tracking of conversations.
  

• Optimise by testing different creatives and audience segments.
• Adjust budget and placements based on performance metrics.