Promoting your Messenger bot: Click-To-Messenger Ads

Promoting your Messenger bot:
Click-To-Messenger Ads
Acquire new leads with automated Facebook
Messenger conversations
>Join our community<

visualbots@visual-meta.com
About us
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Visualbots is a tool to acquire new
leads with automated conversations
Built on Facebook Messenger
For Marketing Managers
For Better Conversions

Why this presentation?
• We work with Marketing Managers to
find new leads on Facebook Messenger
• In the process, we are learning a lot on
how Messenger works and we want to
share our knowledge with you!
• By doing so, we hope to contribute to the
ongoing dialogue and to receive valuable
feedback
3

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Introductory concepts1
List of content
Messenger campaigns2
How to setup an Ad for your Messenger bot3

What is a Click-to-Messenger ad?
The Messenger Ad looks like a regular
Facebook Ad and it can be placed
anywhere. Either you promote them through
the mobile or desktop feed.
The difference with a regular ad is that you
drive the users to your Messenger instead of
a landing page or a lead form
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Click-to-Messenger Ads allow advertisers to send traffic directly
from Facebook to a Messenger conversation
Regular Ad Click-to-Messenger
Ad

Why Click-to-Messenger ads?
1. Easily obtained opt-in from users
2. Re-target them at a later point again
3. Push relevant content to your users via Messenger
4. High engagement with your users
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Types of Messenger conversations
• A conversation with Messenger users can be either
manual or automated
• A manual conversation is held by a human agent, that
jumps to the chat and communicates with a user
• An automated conversation is managed by a
“Messenger bot”, which autonomously replies to the
user (more on this in the following slides)
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Click-To-Messenger ads and Messenger bots
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• Click-to-Messenger Ads can be used to drive
traffic to any kind of Messenger conversation
• Our expertise is in automated conversations,
so the presentation will be focused on how to
power a Messenger bot with new users
• P.s.: most of what you will read will be
relevant for manual conversations too!!!

Types of Facebook Messenger Ads
Currently Facebook offers 3 different types of ads:
1. Destination ads
2. Sponsored Ads
3. Home section Ads
They are all designed for advertisers to start a conversation
with users and drive interaction, sales and lead generation.
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Destination Ads
• The ad appears in the Facebook
newsfeed like a typical ad, but the
objective is different
• A normal ad would send users directly to
a landing page
• By using conversion or traffic as the
objective, the destination will be
Messenger
• It can be build in Ad Manager or Power
Editor
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Sponsored Message & Home Section Ads
Sponsored Message
• The ad allows you to deliver specifically
crafted messages directly to the user’s inbox.
• This can be used to drive strategic
engagements and actions relating to your
product or service while keeping the user on
the platform.
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Home Section Ads
• This ad type works for the Messenger and it
shows up directly in the dashboard with all
conversation on the messaging application
instead of the conversation itself.

What do users want?
Types of advertising and promotions that consumers in the United States are
willing to receive via Facebook Messenger (2016), sorted by age group
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Marketing objectives
To help you reach your business goals, Facebook is
offering advertising objectives, you can choose from:
1. The objective should be what you want users to
see when they see your ad
2. The objective should align with your overall
business goal(s):
a. Awareness: Objectives that generate
interest in your product or service
b. Consideration: Objectives that get users
to start thinking about your business and
look for more information about it
→ Traffic objective
c. Conversions: Objectives that encourage
users interested in your business to
purchase or use your product/service
→ Conversion objective
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This objectives will have
the messenger as the
destination option

How to setup an Ad for
your Messenger bot

Campaign and Ad Set tab
1. Campaign tab: Add a campaign with “traffic”, “conversion” or “Messages”
as the marketing objective. Copying an existing campaign is suggested.
2. Ad Set tab: Edit the ad set “traffic” to Messenger, which will become your
destination option. Set all the other options as you normally would.
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Ad tab
3. Ad tab: Create your ad with a coherent call-to-action to the chat
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See your changes
right away in the
preview.

Hint! → Ad tab best practices
• Call-to-action choices:
a. Book Now
b. Contact Us
c. Sign Up
d. Shop Now, Use App, Watch Video
→ The Facebook Ad and CTA - button should make clear, what
the user can expect
• The recommended Ad image size is 1000 x 667 pixels
• The headline should be short, but precise
• The Ad text should be catching the user’s attention and raising interest in
your business or product
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Message Set-up
1. Set an image and a
message title
coherent with the Ad
(the same image is
suggested)
2. Choose customer
action and label
(“Buttons” is
suggested)
3. Select “Send a
postback” and copy
the payload referral
(see following slide)
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Hint! → Message Set-up
• FB Messenger bots have a link that can be publicly
shared across the internet, as any other link
• In order to send paid traffic from Facebook to a FB
Messenger bot advertisers need to know its “payload”
• The payload is a deep link to the bot, which has to be
entered at the “Ad” level. An example of payload is
“payload_referral:::01 Qualify”
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Introductory/welcome message
• The welcome message is
optional, but recommended
• Introduce your business or
product in a short sentence
(150 characters)
• This will be the first text
users see in the conversation
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Main message
1. Select between Image & Text, Video & Text and
Text only
2. The image should be 1200 x 628 pixels to appear
properly in the chat
3. The message title should be easy asked question, so
the user wants to continue with the conversation
4. The button is a preferred customer action for the
main message
5. Add a payload referral, which is connected to your
Messenger bot to continue the flow after the main
message
The main message also serves as the opt-in
from the user 23

Hint! → main message best practices
• The image will have a big impact on the user’s engagement → different
images can be tested with different audiences
– Try to find the image, which performs the best
• The message title should be an easy ask → it should be easier to ask the
user to click the CTA than the CTA from the ad
– Clicking the ad is a bigger commitment than clicking the main
message
– In a bad flow the message click is a bigger commitment than the ad
click
– Rhetorical questions can work out the best, e.g. the question whether
the person loves the freedom of travelling around is rhetorical - of
course everyone wants to travel
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Hint! → main message best practices
• Confusion might be already a blocker why the user doesn’t engage with
the main message
– User may haven’t gone through a Click-to-Messenger Ad flow yet and
doesn’t know what to expect
– It might be a good idea to mention in the Ad, that the user will route
into the Messenger
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Example of the rhetorical question

Conclusions
• The success of Click-to-Messenger Ads can vary widely and depend on
multiple variables and are a powerful and scalable way to acquire traffic to
your Messenger bot
• Keep in mind that the first campaign will might not have your preferred
results, but it will give you a hint of what to change
• If for example the traffic objective is not performing well, you might
change to the conversion objective
• You need to test and optimize to find the right way to advertise your
business or product
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Promoting your Messenger bot: Click-To-Messenger Ads

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Promoting your Messenger bot: Click-To-Messenger Ads