Facebook has launched conversational ad campaign options aimed at lead generation.

This new flow for Messenger-focused campaign objectives will funnel clicks through a purpose-programmed chatbot that can help identify ideal clients. While Ad Manager handles the automation, chatbot behaviour can be customised by the advertiser.

And, it’s simpler than it sounds. Here’s how you do it…

Where to tweak your qualifiers

In Ad Manager, create a campaign with the objective ‘click to Messenger’. To get to the new Lead Generation template, select the options ‘+Create Chat’ and ‘Generate Leads’.

Then, in ‘Message Setup’, look at the ‘Ad Level’ section. There, you’ll fill in what’s needed to generate your leads. Fields will include wordings for welcomes, qualifying questions and thankyous, along with a link to your privacy policy.

You can use a few different formats for the questions you pose. Pick the ones that make it easiest for people to complete the process.

What your audience sees

When an audience member sees and clicks your Lead Generation ad, a Messenger window will open to start a conversation between the user and your business.

First, they’ll get the welcome message you set.

Then, they’ll be asked your lead generation questions.

Messenger will collect their answers, then give them a ‘thank you’ message. Practically, the ‘thankyou’ lets you explain what will happen next. (e.g. they’ll get a message/call/email from a real person.)

Disqualified/discontinued

Whenever a user clicks through to start a conversation but fails to answer all the questions, Facebook will coax them with gentle reminders to complete the process.

If a user’s responses disqualify them as a prospect, the thankyou message will be replaced by a ‘disqualifying message’. With this, you can let them down easy and make the best of the contact.

Tips to best gen

If you’re going use this lead generation method, be sure to style the ad to suit the campaign format.

Tailor ad copy and call-to-action to encourage a chat-based mindset. Tell the audience that a click will take them to Messenger. Smooth the transition between ad and automated conversation with a welcome message that clearly relates to the ad content.

Finally, go gently with your questions. Multiple choice and qualifying questions are good starters. Put open-ended questions and contact info requests last.

Long lead, refined finish

These Lead Generation options have been in limited beta on Ad Manager since Facebook’s F8 developer conference in April. Now on broad release, the product seems practical and refined.

Is Messenger-based Lead Generation a gamechanger, or is it simply an overblown online form?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.