{"id":8096,"date":"2025-06-02T16:39:27","date_gmt":"2025-06-02T20:39:27","guid":{"rendered":"https:\/\/whatsappbusiness.com\/resources\/resource-library\/otimizacao-de-anuncios-para-atingir-metas-de-negocios\/"},"modified":"2026-04-30T15:37:40","modified_gmt":"2026-04-30T19:37:40","slug":"down-funnel-optimizations-whatsapp","status":"publish","type":"resource","link":"https:\/\/whatsappbusiness.com\/pt-br\/resources\/resource-library\/down-funnel-optimizations-whatsapp\/","title":{"rendered":"Otimiza\u00e7\u00e3o de an\u00fancios para atingir metas de neg\u00f3cios"},"content":{"rendered":"\n
\n

O que s\u00e3o otimiza\u00e7\u00f5es de funil<\/mark>?<\/h1>\n\n\n\n

Se voc\u00ea est\u00e1 veiculando an\u00fancios, mas n\u00e3o tem os resultados desejados, \u00e9 hora de falar sobre a otimiza\u00e7\u00e3o de an\u00fancios. Essa otimiza\u00e7\u00e3o ajuda voc\u00ea a alcan\u00e7ar suas metas de neg\u00f3cios porque faz com que seus an\u00fancios sejam exibidos a pessoas que t\u00eam mais chances de agir na dire\u00e7\u00e3o do resultado esperado. A otimiza\u00e7\u00e3o de funil ajuda a transformar visualiza\u00e7\u00f5es em clientes.<\/p>\n<\/div>\n\n

\n

Que tipos de otimiza\u00e7\u00e3o de funil est\u00e3o dispon\u00edveis para os an\u00fancios de clique para o WhatsApp?<\/h2>\n\n\n\n

No momento, existem dois tipos de otimiza\u00e7\u00e3o dispon\u00edveis para an\u00fancios de clique para o WhatsApp. Voc\u00ea pode escolher entre otimiza\u00e7\u00e3o de an\u00fancios para leads ou otimiza\u00e7\u00e3o de an\u00fancios para compras, dependendo do seu objetivo, que pode ser gerar leads ou aumentar as vendas.<\/p>\n<\/div>\n\n

\n

Otimiza\u00e7\u00e3o para compra<\/h2>\n\n\n\n

Essa op\u00e7\u00e3o permite maximizar o n\u00famero de compras feitas diretamente no WhatsApp, exibindo os an\u00fancios a clientes que t\u00eam chances de fazer uma compra na conversa.<\/p>\n\n\n\n

\n
\n

Melhorar o desempenho do an\u00fancio<\/h3>\n\n\n\n

Em m\u00e9dia, as campanhas de an\u00fancios de clique para o WhatsApp otimizadas para compras por mensagens geraram um custo por compra 10% mais baixo, comparadas a campanhas otimizadas para conversas.<\/p>\n\n\n\n

(Fonte: resultados baseados em um estudo global em larga escala, com dura\u00e7\u00e3o de uma semana, que mensurou os efeitos incrementais no segundo semestre de 2024.)<\/em><\/p>\n<\/div>\n\n\n\n

\n
\n
\"An\u00fancio<\/figure>\n\n\n\n

Exemplo de um an\u00fancio otimizado para compras.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Otimiza\u00e7\u00e3o para leads<\/h2>\n\n\n\n

A otimiza\u00e7\u00e3o de an\u00fancios para leads exibe seus an\u00fancios a pessoas que t\u00eam mais chances de se conectar com a empresa e compartilhar as pr\u00f3prias informa\u00e7\u00f5es de contato. Essa op\u00e7\u00e3o pode ajudar a levar sua empresa at\u00e9 leads de alta qualidade, com um custo mais baixo.<\/p>\n\n\n\n

\n
\n
\n
\"An\u00fancio<\/figure>\n\n\n\n

Exemplo de um an\u00fancio otimizado para leads.<\/p>\n<\/div>\n<\/div>\n\n\n\n

\n

Melhorar o desempenho do an\u00fancio<\/h3>\n\n\n\n

Em m\u00e9dia, an\u00fancios de clique para o WhatsApp otimizados para leads geraram um custo por lead 24% mais baixo, comparados a an\u00fancios otimizados para conversas.<\/p>\n\n\n\n

(Fonte: resultados baseados em um experimento com 116 mil campanhas de 43 mil empresas que veicularam an\u00fancios de clique para o WhatsApp por uma semana, entre os dias 4 e 10 de novembro de 2024, em diferentes setores e regi\u00f5es.)<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

\n
\n

Qual a diferen\u00e7a entre an\u00fancios de lead com clique para o WhatsApp e a otimiza\u00e7\u00e3o para leads com an\u00fancios de clique para o WhatsApp?<\/h2>\n\n\n\n

Essas duas ideias parecem ser semelhantes, mas ajudam sua empresa a alcan\u00e7ar metas diferentes:<\/p>\n<\/div>\n\n\n\n

\n
\n
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\"\u00cdcone<\/figure>\n\n\n\n

An\u00fancios de lead com clique para o WhatsApp<\/h4>\n\n\n\n

Os an\u00fancios de lead com clique para o WhatsApp s\u00e3o criados para atrair novos clientes e incentiv\u00e1-los a iniciar uma conversa com sua empresa no WhatsApp. Geralmente, esses an\u00fancios incluem uma chamada para a\u00e7\u00e3o (CTA) clara, que convida a pessoa a enviar uma mensagem \u00e0 sua empresa. Esses an\u00fancios ajudam a aumentar o reconhecimento da marca e expandir sua lista de clientes em potencial, mas podem apresentar taxas de convers\u00e3o mais baixas quando comparados aos an\u00fancios com otimiza\u00e7\u00e3o para leads.<\/p>\n<\/div>\n\n\n\n

\n
\"\u00cdcone<\/figure>\n\n\n\n

Otimiza\u00e7\u00e3o para leads com an\u00fancios de clique para o WhatsApp<\/h4>\n\n\n\n

A otimiza\u00e7\u00e3o para leads com an\u00fancios de clique para o WhatsApp serve para cultivar leads j\u00e1 existentes e incentiv\u00e1-los a realizar a\u00e7\u00f5es espec\u00edficas, como fazer uma compra ou marcar um hor\u00e1rio. Esses an\u00fancios t\u00eam como foco alcan\u00e7ar leads de qualidade.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

\n

Edu\u00e7\u00e3o para anunciantes<\/h1>\n\n\n\n

Conhe\u00e7a o que fazer e o que n\u00e3o fazer com a otimiza\u00e7\u00e3o para leads e a otimiza\u00e7\u00e3o para compras nos an\u00fancios com clique para mensagem. Clique para acessar cursos educativos, criados para anunciantes.<\/p>\n\n\n\n

\n
Saiba mais sobre a otimiza\u00e7\u00e3o para compras<\/a><\/div>\n\n\n\n
Saiba mais sobre a otimiza\u00e7\u00e3o para leads<\/a><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

Como configurar a otimiza\u00e7\u00e3o de an\u00fancios para an\u00fancios de clique para o WhatsApp:<\/h2>\n\n\n\n

Agora que voc\u00ea aprendeu mais sobre os diferentes tipos de otimiza\u00e7\u00e3o de funil dispon\u00edveis para an\u00fancios de clique para o WhatsApp, \u00e9 hora de colocar isso em pr\u00e1tica. Depois de analisar qual op\u00e7\u00e3o funcionar\u00e1 melhor para sua meta de neg\u00f3cios, siga estas etapas para configurar seu an\u00fancio:<\/p>\n<\/div>\n\n\n\n

    \n
  1. Clique no bot\u00e3o Criar<\/b> para come\u00e7ar a criar uma campanha.<\/li>\n\n\n\n
  2. Select your campaign objective.\n
      \n
    1. Para otimiza\u00e7\u00e3o para compra<\/b>: selecione Vendas ou engajamento<\/b> como objetivo da campanha. Opte por uma configura\u00e7\u00e3o de campanha manual.<\/li>\n\n\n\n
    2. Para otimiza\u00e7\u00e3o para leads<\/b>: selecione Leads<\/b> como objetivo da campanha.<\/li>\n<\/ol>\n<\/li>\n\n\n\n
    3. Selecione Destino das mensagens<\/b> como local da convers\u00e3o e, em seguida, selecione WhatsApp<\/b> como o destino das mensagens da campanha.<\/li>\n\n\n\n
    4. Continue a configurar seus an\u00fancios normalmente e, em seguida, clique para publicar.<\/li>\n<\/ol>\n\n\n\n
      \n

      Se estiver tudo de acordo com os crit\u00e9rios exigidos, a op\u00e7\u00e3o de otimizar os an\u00fancios para sua meta de neg\u00f3cios ser\u00e1 exibida no Gerenciador de An\u00fancios. Acesse o Gerenciador de An\u00fancios, clique em + Criar e, em seguida:<\/h3>\n\n\n\n
      \"Selecione<\/figure>\n<\/div>\n<\/div>\n\n
      \n
      \n
      \n

      Alcance sua meta de neg\u00f3cios com a otimiza\u00e7\u00e3o de funil<\/h2>\n\n\n\n

      Seja para chegar at\u00e9 leads de qualidade ou maximizar suas vendas, n\u00f3s temos uma otimiza\u00e7\u00e3o para voc\u00ea! Experimente hoje mesmo e saiba mais sobre o app WhatsApp Business.<\/strong><\/p>\n<\/div>\n\n\n\n

      \n
      Ver recursos<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

      Saiba mais sobre a otimiza\u00e7\u00e3o de funil para an\u00fancios de clique para o WhatsApp: o que \u00e9, para quem \u00e9 v\u00e1lida e como us\u00e1-la.<\/p>\n","protected":false},"author":21,"featured_media":8097,"template":"","meta":{"wab_resource_header_eyebrow_text":"Educa\u00e7\u00e3o","wab_resource_header_button_1_text":"","wab_resource_header_button_1_url":"","wab_resource_header_button_2_text":"","wab_resource_header_button_2_url":"","wab_hide_header_excerpt":false,"wab_use_custom_excerpt":false,"wab_custom_excerpt":"","wab_delivery_format":"","wab_external_url":"","wab_file_id":0,"wab_author_name":"","wab_reading_time":0,"wab_difficulty_level":"","wab_content_reviewed_date":"","footnotes":""},"content-type":[],"product":[434,365],"business-size":[361],"class_list":["post-8096","resource","type-resource","status-publish","has-post-thumbnail","hentry","product-anuncios-de-clique-para-o-whatsapp","product-app-whatsapp-business","business-size-pme"],"yoast_head":"\nOtimiza\u00e7\u00e3o de an\u00fancios para atingir metas de neg\u00f3cios | WhatsApp for Business<\/title>\n<meta name=\"description\" content=\"Saiba mais 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