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

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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

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visualbots@visual-meta.com
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
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visualbots@visual-meta.com
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Introductory concepts1
List of content
Messenger campaigns2
How to setup an Ad for your Messenger bot3

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Introductory concepts

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visualbots@visual-meta.com
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

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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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!!!

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Messenger Campaigns

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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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.

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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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

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How to setup an Ad for
your Messenger bot

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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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.

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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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
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visualbots@visual-meta.com
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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visualbots@visual-meta.com
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

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visualbots@visual-meta.com
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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