The goal of this presentation is to dive into the interesting new features found on Messenger and the types of Messenger ads you can create. We will also help guide you on how to design a chatbot on Messenger to generate more leads as well as traffic

1. Features on Facebook Messenger and
Use Cases for Marketing Managers
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Qualify leads
About Visualbots
Build and test high converting lead generation
funnels on Facebook Messenger
Build customizable
bot funnels
Analyse and optimise
your success

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Why this presentation?
• We help Marketing Managers generate
and qualify new leads on Facebook
Messenger
• Our goal is to dive into the interesting
new features found on Messenger and
the types of Messenger ads you can
create
• We will also help guide you on how to
design a chatbot on Messenger to
generate more leads as well as traffic
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List of content
Messenger is the new center of user interactions1
Facebook Messenger features for marketing managers2
Types of Facebook Messenger ads3
Use Case: Lead Generation4
Use Case: Traffic Generation5

5. Messenger is the new center of user
interactions

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Messenger is the new center of user interactions
Messenger is the new newsfeed:
• stand-alone app
• discovery function (bots, brands,
nearby)
• comments inside messenger
• enhanced mobile websites
integration
• in app collaboration (games,
Spotify playlists)

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Messenger is the new center of user interactions
Two Billion
messages sent
every month
Standalone app
with discovery and
collaboration features
300K Bots
built on the
platform

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Businesses have powerful tools to reach users
Click to
messenger ads
Payments inside
Messenger
Messenger
Adverts

9. Key features on Facebook Messenger
designed for marketing managers

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Phone and email quick replies
• Use quick replies to request a users
email address or phone number
automatically
• Pre-filled answers taken from
users’ information on profile
Best Practices
Use quick replies to prompt for specific next steps
Be brief — long quick replies will be automatically shortened
Telephone Number
Email Address

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• Facebook is beta testing a function
allowing private users to call Business
Pages directly on Messenger
• Easier for users to connect with business
• Instant one-on-one customer service,
while keeping a record of conversations
• Assign specific members on your team to
receive calls from users
Call business pages from Messenger

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Customer chat plugin
• Customer chat plugin integrates your business’ Messenger experience
directly into your website
• Allows customers to interact with your business anytime with the same
personalized, rich-media experience they get on Messenger
• Automatically load recent chat
history between users and
your business
• No need to capture follow up
information, just use the same
conversation in Messenger.

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Messenger Codes
• Users scan your code to initiate a
private message with your business
• Codes can be used offline
• Share your Messenger Code on:
– Your website
– Your Facebook Pages
– Fliers, posters and stickers
– Anywhere you often market
your Page or business

14. Types of Facebook Messenger Ads

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Types of Facebook Messenger Ads
Currently Facebook offers 3 different types of ads:
1. Sponsored Ads
2. Home section Ads
3. Destination ads
They are all designed for advertisers to start a conversation
with users and drive interaction, sales and lead generation

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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.
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.

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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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• Messenger Ads can be used to
drive traffic to any kind of
Messenger conversation
• A conversation can be automated
via a “Messenger bot”, which
autonomously replies to the user
• In the following slides you will
find two use cases on building
ads-powered bots for lead
generation and traffic generation
Messenger ads and Messenger bots

19. Use Case: Lead Generation

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Lead generation
FB Ad
Opt-In
Message
Information
Qualify
lead
Gather
the data
Step 1 Step 2 Step 3 Step 4
• Lead generation
– works well for businesses requiring leads to
contact them later
– collect information which can be used for direct
selling
Flow

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Example: Lead generation
FB Ad
Opt-In
Message
Information
Qualify
lead
Gather
the data
Step 1 Step 2 Step 3 Step 4

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Questions: Lead generation
Step 1
Step 2
Step 3
Step 4
● Do you have a proper campaign idea? Is your CTA defined?
● In order to get the user’s opt-in, how does your teaser text should be?
● Do you prefer to start off with an imager or a teaser text?
● How do you want to qualify your customer?
● How would you like to distinguish your customers? How many steps
should it take?
● What information do you need? e-Mail, telephone number?

23. Use Case: Traffic Generation

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Traffic generation
FB Ad
Opt-In
Message
Step 1 Step 2 Step 3 Step 4
Qualifying
of the lead
Follow-
Up
Information
Click-out to
website
Step 5
• Traffic generation
– promote useful content, informational videos,
follow-up offers to your customers
– introduce value to potential customers
– create a strong impression of your business
Flow

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Example: Traffic generation
FB Ad
Opt-In
Message
Step 1 Step 2 Step 3 Step 4
Qualifying
of the lead
Click-out
to
website
Information
Step 5

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Key questions: Traffic generation
Step 1
Step 2
Step 3
Step 4
● Do you have a proper campaign idea? Is your CTA defined?
● In order to get the user’s opt-in, how does your teaser text should be?
● Do you prefer to start off with an imager or a teaser text?
● How do you want to qualify your customer?
● How would you like to distinguish your customers? How many steps
should it take?
● What information do you want to provide to your customer? Do you
only want to hint an information?
Step 5
● How should the customer click-out? Through a button, an image, a
carousel?

27. Contact info:
oliver@visualbots.io
Fill your funnel
with qualified leads