How to set up TikTok Instant Messaging Ads
Note: This product is still in testing and is only available in certain regions.
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
Log in to TikTok Ads Manager, and select Create Ad.
Select Lead generation as your campaign objective and then Continue.
Choose Instant Messaging apps as your Optimization location.
The Dayparting feature is on by default. Choose the day/time when you can respond to messages to ensure a better user experience.
Select your optimization goal:
Clicks
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.
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 to create a new message event set.
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.
Tip: 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!"
10. If you selected Conversation optimization, Instant messaging apps will be set as the default destination. Under Select your app, choose the instant messaging app you want to use.
11. If you choose Messenger, add in your Facebook Page ID.
Tip: You can find your Facebook Page ID by visiting your FaceBook Page. Click on the About tab and go to Page transparency to find the Page ID.
Tip: To open an ad preview, hover over your device type to check that your link works properly. Please note the QR code only works for the specific OS. You need to have Messenger installed on your phone where you'll be taken directly to the chat.
12. If you choose WhatsApp, add in your WhatsApp phone number.
Tip: To open an ad preview, click Check if the ID opens properly and scan the QR code with your device to preview. You need to have WhatsApp installed on your device where you'll be taken directly to the chat.
13. Click Publish all.
Note: If you want to select Click as your optimization goal, Click optimization is available for all instant messaging apps and for clients who have not integrated with MMTs.
If you selected Clicks optimization:
Allowed social media apps are:
Whatsapp
Messenger
LINE
Zalo
For LINE and Zalo, select Instant messaging URL as your destination.
Follow each app's official guide to generate their respective deeplink:
Click Submit.