We present to you this one trick you can use to totally revolutionize how you do Messenger ads. And the best part is that not many people know about it, so it’s a huge opportunity for you to multiply your return on Messenger ad and drop your Cost per Acquisition (CPA).
So what’s the big secret?
Its Messenger ads—bots and ads finally coming together!
What are Messenger Ads?
If you are looking for a way to spend less for more, get more engagement, and follow-up contact info, Click-to-Messenger ads are where it’s at.
Along with giving you more conversions at a lower cost per-result, this ad type gives businesses—customer contact info and the golden, unequaled opportunity to follow up with relevant offers and messages.
Facebook Messenger for businesses allows various types of ads which can be sorted into two categories—
1. An ad that appears within Facebook Messenger:
- On the messenger home screen
- In the Messenger Inbox viz Sponsored Message
2. An ad that links to a Facebook Messenger chat window i.e. Click-to-Messenger
In the modern world, business deals with an unfathomable number of users’ request and this can prove to be challenging and not to mention time-consuming. The most beneficial solution comes out to be the implementation of chatbots.
How Messenger Bots Used to Work?
There used to lie a strict boundary for brands’ use of bots. At first, brands were restricted to sending content like news only. Then they were able to deliver promotional offers but only after user requests for it by contacting via messenger.
But now those restrictions are loosening, thereby opening up more opportunities for brands to engage with users. The new ad type gives messenger bots the ability to do something that, up until now, they weren’t allowed to—‘start a conversation’.
Now advertisers will be able to use niche targeting capabilities to find people interested in the brand and serve them an ad that opens a conversation when clicked.
So what does ‘Ads Working with Chatbots’ Bring to Table?
It’s extremely simple, actually. By creating targeted advertising a user would come across your ad, if interested, the user would proceed by clicking on Call to Action button which would re-direct the user straight to the messenger.
From here, a messaging thread with a chatbot would start automatically. By instantly getting in touch with the user a chatbot tremendously increases the chance of closing the deal. This is something people absolutely love—instant, undivided attention and a brand that makes treats them special.
At the same time, a chatbot qualifies leads thus helping employees not spending time on leads that eventually turn out to be dead ends, at all. By simply asking a few questions a bot gathers all necessary data and details and then automatically sends information which gets added to your CRM.
Why Messenger Ads are Better
There are some obvious benefits of using Messenger over landing pages. The average conversion rate of the landing page in most cases is not more than 5-10%. That means you lost 90-95% potential customers you already paid for.
This is where Messenger bots come up with a potential that knows no bounds for increasing conversion rate and enhancing user experience.
How to Build a chatbot for Messenger—using ZoConvert—in minutes…
With this guide leading your path, you could be building marketing chatbots before they become “the” thing. Ready to begin? Give the chatbot a spin yourself!
Step 1: Create a Chatbot Page
In your ZoConvert Dashboard, you will find the Audience Builder. Post clicking on that click on create builder. You get to choose from multiple templates as per your need. The range of templates offered to you goes as follows:
- Slide in popup
- Landing Page
- Model (Centered)
- Customer chat plugin
- Facebook Comment tool
- Messenger codes and links
After having done this let’s move onto the next step required.
Step 2: Add Content with Widgets
As soon as you get your step#1 correct you will be prompted to add your first widget to the chatbot. The chatbot widgets you get to choose from is very exhaustive and the list goes like follows:
- Quick Reply
- User Input
You can also combine these engaging widgets to create content for your chatbot.
Chatbot conversion elements like Quick reply, Form, Attribute widgets collect data to your Messenger contacts profile. This is great for saving audience data such as ways to get in touch with them, how they got to know about your brand, their budget, subscription status and more.
You can even choose to go with multiple choice options in the form of a question as they show up as buttons can link to chat pages and website pages, they are extremely user-friendly when using mobile and also buttons tend to have minimal conversion friction.
After having done this selection—at that point, the bot starts working. You can either do a Send to Messenger campaign, or you could get a link to the chatbot landing page using the HTML element lead magnet.
Done with this? Let’s move on to the next step.
Step 3: Add Triggers
Triggers are mighty useful in assigning bots to frequently used keywords. For example—if someone asks for say “pricing”, your bot replies with the price.
The frequently used keywords or FAQs answering possibilities are endless.
Next, the trigger section presents you with the following kinds of campaigns:
Cart recovery: This is used essentially to send a notification when a user adds something to the cart but ends up not purchasing the item(s).
Browser abandonment: Campaign of this sort is used to send notification in case a user views a product but it does not get added to the cart.
Custom campaign: This one, as the name suggests, allows you to create and send custom notifications.
Price drop: This campaign is used to notify the user about the price drop of product that is simply lying there in the cart. Maybe they were waiting for it!
In order to add trigger as you build the bot, you need to select TRIGGER in Automation and then type in the desired keywords.
Another way to add a trigger to a page is by going to Q&A where you’ll find all your saved triggers to be added and edited as per your need.
Step 4: Time for Testing the Bot
It isn’t a good idea to hastily launch the bot and later find the faults and problems with it. Before you launch you can test your bot by simply triggering the bot in Messenger by using keyword yourself and simply click “preview” any time.
Now what you need to check is if all the buttons are responding, you need to look for broken connections or flow issues. If it’s a conversion element then check if the attributes are getting saved to your contact.
Time to start engaging with customers on a different level!
How your Business Benefits from Chatbots
- You don’t make your customers wait
People love it when everything gets done instantly meaning businesses to constantly figure out how to accelerate. There is no denying that the faster you approach a potential deal the more likely the odds will be for you to be able to close a deal.
Consumers are not willing to wait for hours only to receive a letter on their email.
- Boost your brand’s relation-building process
Enable a personalized experience of interaction with your brand using targeted ads. By combining ads and chatbots start a conversation with potential clients that feels utterly natural, at the same time aking users feel safe and confident with your products and services.
- Decrease in bounce rate
Being able to keep the user on the same website brings an outcome of a reduced bounce rate. Conversing with a chatbot comes out to be more convenient than redirecting a person to a different website.
- Boost sales and lead generation
Chatbot guides and leads a user through the buying process for just the right product. Moreover, Messenger supports payments making the purchase hassle-free without having to leave the website.
- Your targeting becomes sharper
You get to drive a great amount of local traffic. Reaching a local audience with deal based offers can boost your sales massively and also increase localized brand awareness.
- Remarketing becomes easier
Re-reach thousands of people with personalized messages for each and every one. With the power of these ads, you are not limited only to users’ newsfeeds, you can also reach back to them with a more direct and personalized message.
The average Messenger open rate is near 80-90% compared to 20% for email. And average CTR (Click-Through-Rate) on Messenger is 30% and for email is only 3.3%.
A killer combination that does it all for you
Enable your business to create efficient and targeted advertising that in combination with a chatbot works as a great conversation starter. Having the ability to reach your customers at any point with a direct personalized message has an enormous impact on sales and brand awareness. The killer combo of ads and chatbots opens new horizons of possibilities for successful advertising and marketing—it should not be ignored.