Best Practices for CTWA Ads Scheduling

How to Schedule Your Ads

When scheduling Click-to-WhatsApp (CTWA) ads, it’s important to follow certain best practices to ensure optimal performance. Proper scheduling can significantly impact how effectively your ads reach your target audience and how well they perform over time

When running Click-to-WhatsApp (CTWA) ads, it’s recommended to schedule your campaigns for a minimum of 7 days. This is because Meta’s ad delivery algorithm needs sufficient time to learn, optimize, and effectively deliver your ads to the target audience.

• Learning Phase: The initial days of your campaign are crucial for the algorithm to gather data on how your audience interacts with your ad. A 7-day period provides enough time for the algorithm to stabilize and optimize ad delivery for better performance.

• Consistency in Performance: Running ads for a week or its multiples ensures that your campaign has enough time to reach different segments of your audience, adjusting for variations in daily user behavior. This results in more consistent ad performance over time.

• Budget Optimization: A 7-day cycle provides the algorithm with enough data to efficiently allocate your budget, reducing the cost per result as the campaign progresses.

For reference guidelines on budget settings, check out Meta’s Guide on Budgeting for Ads.

Choosing Lifetime budget in CTWA Ads.

You may have noticed that we recommend using a lifetime budget when setting up CTWA ads. This is generally preferred over a daily budget because a lifetime budget offers several advantages that align with effective ad scheduling and optimization strategies:

• Flexibility in Spending: A lifetime budget allows Meta’s algorithm to optimize ad spend over the entire duration of the campaign. This means the algorithm can spend more on days when the ads are performing well and less on days when performance is lower, leading to better overall results.

• Enhanced Delivery Optimization: With a lifetime budget, the algorithm has the flexibility to choose the best times to show your ads, ensuring that they are delivered when your audience is most active and likely to engage.

• Ease of Management: Setting a lifetime budget simplifies campaign management by allowing you to set a total budget upfront, without the need to adjust daily budgets constantly.

For detailed guidelines on budget settings, check out Meta’s Guide on Budgeting for Ads.

3. Additional Considerations

• Avoid Overlaps: Ensure that your ad schedules do not overlap significantly with other campaigns targeting the same audience, as this can dilute your campaign’s effectiveness.

• Monitor and Adjust: Even with a lifetime budget and 7-day scheduling, it’s important to monitor your campaign regularly. Be prepared to make adjustments based on performance insights to optimize your results further.
  
  

These best practices ensure that your CTWA ad campaigns are not only set up for optimal performance but are also aligned with how Meta’s advertising algorithm works, maximizing your return on investment.