In terms of accessibility, creating Facebook ads has never been easier. Businesses have more tools and resources than ever before when it comes to learning about customers and designing ad content that addresses their needs. In terms of competition, however, it’s never been more difficult. Any business who advertises on Facebook enters into a fierce battle for customer attention. If your brand’s ads don’t stand out and speak to prospect needs exactly, you’ll easily lose out to competitors.So creating impactful ads that attract attention is already a tall order.
Now, what happens when you throw chatbots into the mix? Facebook ads that click through to a Messenger chatbot have the power to boost engagement, sales, and ROI—but only when done right. For this strategy to produce results, you must create a campaign that not only gets prospects to click on the ad, but to engage with the bot they’re directed to as well. You know what they say: high risk, high reward! Facebook ads that click through to Messenger take more finesse to get right because you’re dealing with that double optimization rate—but they have the ability to produce amazing, business-altering results. That’s why we’re sharing our five best tips on how to create effective, high-ROI Facebook ads that lead to a chatbot.
Lay the right groundwork for your ad
First things first: It’s crucial to make sure your Messenger bot is properly connected to your ad. Then, there are a few key selections to pay attention to during the setup process of the ad.When choosing the campaign objective, optimizing for Messages is your best option. When it comes to generating new chatbot users, this objective performs roughly 10% better than Traffic. That being said, we do recommend testing Traffic and Conversion as well in order to achieve deeper engagement.You’ll also have to choose where your ad will show up. We recommend Messenger Placements, since they generally tend to outperform those in the News Feed. You’ll also want to avoid placing your click-to-Messenger ads on Instagram. Users will have to switch apps after clicking the ad in order to reach your bot, so the drop-off rate for that placement is extremely high.
Create a campaign instead of single ads
If your business has a broad target audience, it’s best to design a campaign of multiple click-to-Messenger ads rather than a single, standalone ad. They can all share a singular goal, but each one will be designed specifically to speak to the needs of one segment of your audience.An e-commerce clothing shop, for example, could run an ad campaign for their summer sale. All the ads would have the same goal of getting customers to visit their bot to purchase clothing in the sale. Each could be designed differently, however, to target those shopping for men’s clothing versus women’s, or for jeans versus shoes. Ads that are this highly specialized simply have a greater chance of matching the needs and interests of a particular audience segment.
Optimize your ad creative
Of course, it’s crucially important to have an understanding of how to make an ad stand out visually. There’s no chance of getting prospects to your bot through an ad that isn’t aesthetically pleasing and well written. When it comes to visuals, short but well-made videos are the most effective choice. Otherwise, eye-catching photos are the next-best option. You can use your own images, or find royalty-free photos on sites like Unsplash, Pexels, and Pixabay. Use free software like Canva to edit and customize images for your brand.Once you’ve got ad imagery that will make users stop scrolling and take a closer look, you’ve got to close the deal with strong copy. First, remember that short, direct questions are most effective. If they’re engaging enough, they can even promote users to comment, react, and share the ad, which will organically increase its visibility. Make your copy stand out with emoji, too.
Finally, be sure to set expectations by mentioning the transition to Messenger in your copy. That way, users won’t be surprised and drop off when they’re redirected after clicking your ad.
Master the concept of chatvertising
Remember how linking a Facebook Messenger bot to your ads means a double optimization rate? This is where that factor comes into play. Once a user clicks on your ad, they’re only halfway there; they still have to engage with your bot by clicking the welcome message before becoming a reachable user, or subscriber. There’s a 50% drop-off rate between these two steps, so it’s crucial to optimize those first messages from your bot. In order to master chatvertising, or ads that spark conversation between brands and consumers, make sure to:
- Choose your welcome button wisely. “Get Started” is a common choice, but this generic option has been shown to lead to high drop-off rates. Using a custom message is more effective—and using two is even better! A bot that offers two welcome-button choices generates 5x higher first-engagement rates.
- Get the conversation flowing with “this or that” questions. It’s your responsibility to get the conversation going—don’t expect users to do it. That’s why asking engaging questions is so important. In fact, “this or that” questions have been shown to double initial chatbot engagement rates.
- Incorporate emoji and GIFs into the messages. Messenger is a more informal platform where users are accustomed to chatting with family and friends. Create this same kind of casual, conversational atmosphere with prospects and customers by adding fun, engaging touches like emoji and GIFs here and there.
- Use buttons instead of quick replies. Simply put, buttons generally tend to outperform quick replies. In fact, on some devices and operating systems, quick replies won’t show up at all. Plus, buttons don’t disappear when a new message comes in, making it easier for the user to follow the conversation as it progresses.
Monitor your audience and their actions
Facebook ads have to be carefully tailored to the unique needs of your target audience, and this is doubly important with click-to-Messenger ads. That’s why it’s helpful to monitor the behavior of users who are shown your ads. One way to do this is to gather data and information about their actions with a Facebook Pixel. A Pixel is a piece of code for your website that allows you to measure, optimize, and build audiences for your ad campaigns. If you have a single business, you can set up and use your Pixel through Facebook Ads Manager, or Facebook Business Manager if you have multiple clients or pages to manage. Once it’s up and running, you’ll be able to:
- Measure cross-device conversions
- Understand how your cross-device ads help influence conversions
- Optimize your ads for the audience that’s most likely to take action and convert
- Ensure that your ads are shown to these people most likely to take action and convert
- Create Custom Audiences based on past website visitors
- Use dynamic ads to automatically show website visitors products they’ve viewed on your site in the past, or related products
When you couple the information collected by your Pixel with the data available in Facebook’s Audience Insights, you’ll have all the knowledge you need to continuously improve and optimize your ads.Plus, after your campaign has been running for a few days, you can begin retargeting. Thanks to your Facebook Pixel and the Chatfuel People Tab—a feature available on Pro and Premium plans—you’ll be able to see who saw and interacted with your ads. That way, you’ll know what’s working and what isn’t, and you’ll be able to efficiently retarget engaged users.One final tip: Gathering data about those who comment on your regular, unpaid Facebook posts can help you decide who to target with your paid, click-to-Messenger ads. To collect this information, you can use the Chatfuel feature that allows you to acquire new bot subscribers from comments. Once you have access to this data about users who have already engaged with your brand, you can design your ads to target more like them.
Link Facebook ads to your chatbot today for extraordinary results
Click-to-Messenger ads are the most effective way to harness the powerful symbiosis between bots and Facebook ads. One click to Messenger and one click to engage with the bot, and you’ve got a new lead for your business. If you’re ready to start boosting sales and improving ad ROI with this highly effective method, sign up with Chatfuel for free today!