Traffic Ads are a great way to direct candidates to your hiring workflow by sending them directly to WhatsApp or Messenger. This method has a much lower cost per candidate when compared to Lead Ads and can allow your candidate to interact immediately with your Talkpush Chatbot.
You will have two methods to use Traffic Ads with WhatsApp according to your status.
Method 1: Connected Facebook & WhatsApp Line
Go to the Facebook Ad Manager
Create a new ad by clicking the green "Create" button
Choose a Traffic Campaign and Ad Set or create a new one with Traffic as its objective
On the right-hand panel, go to your recently created Traffic Ad, and choose WhatsApp as the Conversion location
Under Performance goal, choose your Facebook Page, which must be connected to a Whatsapp Line. You may check how to connect your WA line to your Facebook page on Meta's Help Center.
Finish choosing your Budget and Audience, and you can now publish your Whatsapp Traffic Ad.
Method 2: Disconnected Facebook & WhatsApp Line
Use this method if your Talkpush bot-enabled WhatsApp line is not linked to your Facebook page.
Create a Whatsapp Direct link for your bot line. You may use any of the many WhatsApp link-creating tools, such as https://create.wa.link/
Set up your Traffic Ad Set as usual, but choose Website as the Conversion location.
Click on Next to set up your Ad.
Set your ad look and preferences, and under Destination, choose Website, and paste your Whatsapp link.
You are now ready to publish your Traffic Ad that will direct people to chat with your bot on WhatsApp!
Facebook Messenger
Pre-condition: Take note of the campaign ID you want the traffic to go to.
Below are the 3 easy steps on how to get the campaign ID:
Go to Campaign Settings
On the URL, copy the digits after "campaigns/" and before "/edit#" (this is the campaign ID).
Now let's proceed with the integration:
Go to business.facebook.com.
Set up your Ad on Facebook and select Traffic as the ad campaign consideration.
Choose messenger as the traffic destination.
Once done with the audience and budget, click on continue.
Scroll down to Messenger set up and click on create chat.
Under customer actions, you can select either quick replies or buttons.
(a) For quick replies, click on connect your bot.
(b) For buttons, choose to send a postback.
Input the bot payload following the formats below. The campaign ID that you saved earlier is needed at this stage.
(a) The payload to send candidates to a specific campaign
is apply_for_position(campaignID) where a job card will pop up.
(b) choose_position(campaignID) will go directly to GDPR
or if its a known candidate, it will go to the Talkpush questions.
Always test if the integration works by clicking on the Preview in Messenger App.
Once done, click on save and finish.
Pro Tip
Easily track different traffic IDs using a custom messenger source.
Log in & select the campaign you want the ads to run
Go to Campaign Settings
Click on the Sourcing Tab
Create a Custom Source Link.
Make sure you indicate Facebook first, then the next naming convention, so that in Analytics, it will be counted as Facebook (e.g., Facebook - Work@Home Ad).
On the previously created messenger URLs section, copy the link starting from apply_for_position(XXXX). Source name
Paste the copied link under the traffic ad's "bot payload"
All this configuration pays off in a beautiful candidate experience, which is effortless and seamless and offers candidates increased clarity, awareness & context about the role.
