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How to set up TikTok Instant Messaging Ads
Last updated, June 2024

With TikTok Instant Messaging Ads, you can communicate with prospective customers in top messaging apps, including WhatsApp and Facebook Messenger. To learn more about Messaging Ads, refer to About TikTok Messaging Ads.

Before you begin

  • We recommend connecting to one of our integrated Message Management Tools (MMTs) before setting up your campaign to allow for deeper optimization goals and better performance.

  • If you've already integrated with an MMT and are optimizing for Conversations, make sure to set up the TIkTok integration on your MMT before selecting Conversations and choosing your messaging event.

  • If you are using WhatsApp, you will need to use a unique phone number for the WhatsApp Business API that is not used in any other WhatsApp personal or business accounts. You can sign up for the WhatsApp Business API directly on your MMT.

  • Some MMTs, such as Pancake, may require you to add to your wallet before you can reply to customer messages. Additional charges for using the WhatsApp Business API will be collected by your MMT and passed back to Meta.


How to create a TikTok Instant Messaging Ads campaign

  1. Log in to TikTok Ads Manager, and select Create Ad.

  2. Select Lead generation as your campaign objective and then Continue.

  3. Choose Instant Messaging apps as your Optimization location.

  4. The Dayparting feature is on by default. Choose the day/time when you can respond to messages to ensure a better user experience.

  5. Select your optimization goal:

    1. Clicks

    2. Conversations (recommended). Note: Conversations is only supported if you have Messaging Events set up through a supported Message Management Tool (MMT) and are directing users to Facebook Messenger or WhatsApp.

  6. If you've selected Conversations as your optimization goal, choose the correct Messaging event set. Ensure you collect the correct Messaging event set which has been automatically generated on your MMT or click Connect new message event set. The event set name should have the name of the instant messaging app you're optimizing for. Tip: The event set should include Pancake_CTM:Messenger... "(Messenger) or Pancake_CTM:WhatsApp (WhatsApp) as part of the naming if auto-generated from Pancake.

  7. Click Next to continue to your Ad settings.

  8. (Optional) You may choose to use a TikTok identity to deliver Spark Ads.

  9. Add your caption under the Text field.

    1. As best practice, you may want to include a soft call to action in your caption. For example: "Message now if you're interested / to get in touch!"

If you selected Conversation optimization:

  1. Instant messaging apps will be set as the default destination. Under Select your app, choose the instant messaging app you want to use.

  2. If you chose Messenger, add in your Facebook Page ID. Note: You can find your Facebook Page ID by visiting your FaceBook Page, clicking About, and then Page transparency. Make sure to select the correct OS.

  3. If you chose WhatsApp, add in your WhatsApp phone number.

  4. You can check to see whether the settings are correct by clicking Check if the ID opens properly and scanning the QR code to preview.

    1. After scanning QR code with your phone, a window will appear. Click Open to confirm if it can be directed to the correct chat.

  5. Click Submit.

If you selected Clicks optimization:

  1. Choose Instant messaging URL as your destination.

  2. Allowed social media apps are:

    1. Whatsapp

    2. Messenger

    3. LINE

    4. Zalo

  3. Follow each app's official guide to generate their respective deeplink:

    1. WhatsApp: https://faq.whatsapp.com/425247423114725/?cms_platform=iphone&cms_id=425247423114725&draft=false

    2. Facebook Messenger: https://developers.facebook.com/docs/messenger-platform/discovery/m-me-links/

    3. LINE: https://developers.line.biz/en/docs/messaging-api/using-line-url-scheme/

  4. Click Submit.


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