Learn how to power a Messenger bot with new users for your lead generation campaigns and follow our step-by-step guide on how to set up a Click-to Messenger ad campaign

1. Promoting your Messenger bot
Using Click-To-Messenger Ads
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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 new leads on Facebook
Messenger
• By reading this presentation, you
will understand how to power a
Messenger bot with new users for
your lead generation campaigns
• Follow our step-by-step guide on
how to set up a Click-to Messenger
ad campaign
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Introductory concepts1
List of content
Messenger campaigns2
How to setup an Ad for your Messenger bot3

5. Introductory concepts

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What is a Click-to-Messenger ad?
The Messenger Ad looks like a regular
Facebook Ad and it can be placed
anywhere. These ads can be promoted
through mobile or desktop feeds.
The difference with a regular ad is that you
drive 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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Why Click-to-Messenger ads?
1. Easily obtained opt-in from users
2. Re-target users 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 into the conversation mid-chat and continues
communication 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
• 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 focus 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!!!

10. Messenger campaigns

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Types of Facebook Messenger Ads
Currently Facebook offers 3 different types of ads:
1. Destination ads
2. Sponsored Ads
3. Home section Ads
All ad types are 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.
Home Section Ads
• This ad type works for on Messenger and is
displayed directly on the dashboard with all
conversation on the messaging application
instead of the conversation itself

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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
offers several types of advertising objectives:
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
This objectives will have
the messenger as the
destination option

16. How to setup an Ad
for your Messenger bot

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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
See your changes
right away in the
preview.

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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, just like any other URL link
• In order to send paid traffic from Facebook to a FB
Messenger bot advertisers need to know the “payload”
• The payload is a deep link to the bot, which is entered
on 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 acts as a call to action for the
user, in order 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

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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 an image that 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 are best, e.g. question whether a user 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 a blocker as to why a user will not engage with the
main message
– Users may not be familiar with a Click-to-Messenger Ad flow yet and
therefore does not know what to expect
– It might be a good idea to mention in the Ad that the user will be
routed into a conversation on Messenger
Example of a rhetorical question

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Conclusion
• 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 your first campaign might not deliver the preferred results,
however, it will give you a hint of what to change
• If, for example, the traffic objective is not performing well, this might be an
indication to change to a conversion objective instead
• Testing and optimizing your campaign is key to advertise your business or
product best!

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