In my previous articles, I’ve talked about chat bots on Facebook messenger, bots that exist to promote products and help make purchases. Although around 111,000 chat bots already live within messenger, not many seem to be aware of their existence. Why? Because these bots do not appear to users. Rather, users must seek them out— if they are aware of their existence in the first place. Facebook didn’t send users notifications that these bots exist. There were no pop-up messages appearing on Messenger, encouraging people to use the bots. However, a new ad update changes this.
A few days ago, Facebook announced that ads can now include a call to action button that links to Messenger.
With this new feature, which is currently rolling out, customers can click on a “Send Message” button which will lead them to Messenger. Upon arrival, a chat bot will appear with a greeting or a thread with a copy of the ad.
In order to create an ad with this new capability, you must choose a specific objective, placement, media, and call to action. To learn how to create a Messenger Destination ad on Facebook, follow the steps below.
Step 1: Choose the “Send people to your website” objective
To unlock this feature, you must choose the “Send people to your website” objective. Afterward, click “Continue”.
Step 2: Choose the desktop and mobile news feed placement
Because this ad only appears on desktop and mobile news feeds, you must only select desktop and mobile news feed for your placement. If you accidentally checked other placements, a dialogue box will appear warning you to uncheck prohibited placements.
Step 3: Go to “Page & Links” and click “Messenger”
Under “Page & Links”, scroll down to “Messenger” which you will find under “Canvas”. Click “Messenger” then add a Message text. The message text will be the greeting your chat bot will present customers when they’re directed to Messenger.
Step 4: Add your call to action
Choose “Send Message” for your call to action.
Step 4: You’re done!
You’ve filled out the required fields to create a Messenger Destination Ad. A “Send Message” button should appear on the bottom right corner of your ad as indicated below.
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