With a growing demand for click-to-messenger ads, we have created this presentation for those interested in exploring this specific Facebook ad type and the benefits of these ads. From our experience, we will share how click-to-messenger ads can be used for (1) lead generation and (2) for traffic generation

1. Using Facebook
Click-to-Messenger Ads
for Lead Generation
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2. 2
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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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• We work with marketing managers to
transform their landing pages into high
converting messenger bots
• With a growing demand for
click-to-messenger ads, we have
created this presentation for those
interested in exploring this specific
Facebook ad type and the benefits of
these ads
• From our experience, we will share
how click-to-messenger ads can be
used for (1) lead generation and (2) for
traffic generation
Why this presentation?
3

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What is a Click-to-Messenger Ad?1
List of content
Why opt for it?2
Introductory Concepts3
Use Case: Lead Generation4
Use Case: Traffic Generation5

5. What is a Click-to-Messenger Ad?

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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. 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
Click-to-Messenger Ads allow advertisers to send traffic directly
from Facebook to a Messenger conversation
Regular Ad Click-to-Messenger
Ad

7. Why opt for it?

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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
8

9. Introductory Concepts

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Introductory Concepts
• Click-to-messenger campaigns allow advertisers to send traffic directly
from Facebook ads to FB Messenger
• FB Messenger bots have a link that can be publicly shared across the
internet, as any other link
• However, 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 (see explanation in the following slides). An example of payload is
“payload_referral:::01 Qualify”
10

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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
• 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!!!
12

13. Use Cases for Click to Messenger Ads

14. Use Case 1: 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?

18. Use Case 2: 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?

22. Contact info:
oliver.moertl@visual-meta.com
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Pre-Launch