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How We Cut the Cost of Lead Acquisition from $150 to $5: A Facebook Messenger Ad Campaign Case Study


Facebook ads have gotten crazy expensive.

What are messenger ads? 

But there’s a new way to do Facebook ads that cuts the cost per lead 30X to 50X.

If you’re used to paying $3 to $4 per click to your website, your typical CPA for leads is around $200.

Today I’m going to show you an epic real-world case study of a donkey to unicorn transformation.

Here’s how we went from $150-$200 per lead to $5 per lead by switching to Facebook click-to-Messenger ads powered by MobileMonkey.

Experience a send-to-Messenger Facebook ad yourself by clicking “Show in News Feed” here.

Experience a send-to-Messenger Facebook ad yourself by clicking “Show in News Feed” here.

facebook-send-to-messenger-ad

You can create Facebook send-to-Messenger ads for free with MobileMonkey. 

free-chatbot-marketing-platform-mobilemonkey-1

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Case Study: MobileMonkey Reduces Facebook Ads Lead CPA 30X to 40X

The issue we were facing will be familiar to Facebook advertisers.

Consider the typical cost of Facebook ads for traffic click campaigns.

A traffic campaign in Facebook ads is optimized to send people to your website. You pay for each website click.

You can expect to pay about $3 to $5 per click. And the typical website traffic conversion rate is 2%.

Do the math and you’re looking at $300 to $500 for 100 visitors.

If 2 out of 100 visitors convert, your cost per acquisition is $150 to $250 each.

Here’s reporting we were looking at in Facebook Ads for a traffic campaign with interest and behavior-based audience targeting:

traffic-campaign-4.51-per-result

The Magic Formula We Used to Cut Facebook Ad CPA by 97%

So how did we go from $150 or $250 CPA to $5 a lead?

Here’s the new Facebook Ad playbook:

  • Switched to the Facebook ad campaign objective optimized for messages.
  • Send users to a Facebook Messenger chatbot.
  • Save leads to the contact database in the MobileMonkey Facebook Messenger marketing platform.

After executing Facebook click-to-Messenger ad campaigns, here’s what our latest click-to-Messenger campaign reports look like:

facebook-messages-ad-results

Instead of $4 per result for anonymous website traffic that converts at 2%, our CPA is between $3 and $6 for a lead with a name and direct line of contact.

There are some monumental benefits of send-to-messaging Facebook ads:

  • Epic reduction of cost per lead at an average of 30-50X.
  • Turns every interaction into a named contact.
  • Drives users to a mobile-friendly and ultra-engaging conversion funnel experience.

On top of it all, it’s easy to set up the chatbot that will reply to users who click your send to Messenger ads.

How to Set Up Click-to-Messenger Ads with MobileMonkey

Here’s how to build a Facebook send-to-Messenger ad in 5 steps with MobileMonkey:

  1. Create a messages ad campaign in Facebook Ads Manager.
  2. Set up your ad set audience, placement, budget and schedule.
  3. Build the Facebook Messenger chatbot response in MobileMonkey.
  4. Create Messenger Ad code in MobileMonkey.
  5. Copy and paste code from MobileMonkey to the Facebook ad editor.

For a quick video tutorial on setting up your Facebook Messenger ad check out the MobileMonkey help docs.

Preview the Facebook Messenger ad we’re running by selecting “Show in News Feed” here.

Step 1: Create a messages ad campaign in Facebook Ads Manager

From Facebook Ads Manager create a new campaign. The first thing you’ll do is select your campaign objective. Choose “Messages”:

messages-facebook-ad-objective

With the messages objective selected, Facebook will send people to  your designed chatbot experience in Facebook Messenger when someone clicks the CTA button “Send Message”.

Step 2: Set up your ad set audience, placement, budget and schedule

If you’re a Facebook advertiser, you’ll be familiar with the set up of the ad set. Enter your audience targeting like you would normally.

Select an audience based on your own custom audience, a “lookalike” audience or an audience that draws from Facebook’s rich insight into user behaviors, interests and demographics.

facebook-messages-ad-set-setup

Selecting the location, age, gender and languages of your target audience are important to specifying your audience. 

Here we’re targeting a custom audience, or audience members we specify via:

  • A file of email addresses and phone numbers uploaded.
  • People who have visited our website and triggered a Facebook pixel.
  • People who signed into an app we specify.
  • People who engaged with our Facebook Page content.
  • And for brick-and-mortar businesses, there’s the option to target people who have completed certain offline activities as well.

Step 3: Build the Facebook Messenger chatbot response in MobileMonkey

Within MobileMonkey, go to the chatbot for the Facebook Page you’re building an ad for, and from the bot builder, create a new group or open an existing group. 

Whether you make a new group is up to you and based on your chatbot structure. Since groups are how you organize your chat pages, you might have a group for all your Facebook ads, for instance:

facebook-messenger-ads-new-group

 Create a new page with a descriptive name. Use a Quick Question widget to add text with a response button to the chatbot experience:

chatbot-builder-facebook-messenger-ads

The text is what the user will see when they click the button to “Send Message” from the Facebook ad.

The text we’re using here is “Hi, want to connect with 1 billion customers on Messenger? Our build-a-bot guide has you running in 5 mins. For FREE! Click to get the secrets.”

The user will click the button we’ve designed to say “Show me the secrets” and will be sent the follow-up page we called “Site & Page Mssgs Link”.

In the same way, we design the chatbot experience for the follow-up page. Using the Text widget, we provide the guide they’ve requested as a URL and within a button that is labeled “Read post”:

We also give them the option in a second button to try the bot for themselves.

Step 4: Create Messenger Ad code in MobileMonkey

With the chatbot built, we can get the code we need for Facebook to serve this experience when the user clicks the ad.

From Messenger Ads in the left menu, create a “New Messenger Ad”:

facebook-messenger-ads-create-new

Name this ad code so you can pick it out of your list of ads, and pick the chatbot page you’re using from the drop-down menu of options:

pages-dropdown-messenger-ad

Use the blue “Send a test to me” button to test the chatbot page in Messenger and make sure the user who clicks on this ad sees the right thing.

When you’ve picked the chat page from the drop-down selector, you’ll see 2 places where you can copy code. The URL parameter field is the first one you’ll need in Facebook, so click the yellow button to copy the URL parameter:

copy-code-for-messenger-ads

Step 5: Finish creating the ad content, copying and pasting code from MobileMonkey into the Facebook ad editor

Back in Facebook Ads manager, you’re at the ad level, where you input the ad image or video and post text, headline and description that the user sees:

messenger-ad-set-up-creative

Scroll down and you’ll see a section called “Tracking”. In the field called “URL Parameters”, paste in the code you just copied from MobileMonkey:

paste-tracking-parameter-url

Go to the Messenger Setup section and choose “Create your own welcome experience” and “Custom Template”. Then hit the button to “Create New”:

messenger-setup-custom-templates

Choose the JSON input option, delete the default code that’s there, and now copy and paste the code from MobileMonkey called “Messenger Setup JSON”:

Now you’re ready to preview the ad in Messenger and finish and run your ad!

Optimization Tips for Send-to-Facebook Messenger Ads

  • In the Facebook ad text, headline or description, we recommend letting users know that clicking the button will lead them to an experience in Facebook Messenger. “Opens in Messenger” can help set the user’s expectation.
  • Use a single Quick Question with just one or maybe two possible answers.
  • Your goal is to get an engagement — a button click that creates a new MobileMonkey contact. Don’t do a hard sell.
  • Don’t use custom attributes (like the user’s first name) in your Messenger ad chatbot page because they won’t work in a Facebook ad.
  • There’s a max of 150 characters for your automated ad message. If you copy in Messenger Setup JSON with a chat page longer than 150 characters, Facebook will give you an error.

And of course, don’t forget all the other Facebook Messenger chatbot best practices.

Here’s what it looks like someone clicks the “Send Message” button in the ad we’ve built:


chatbot-response-to-messenger-ad-click

The tap of a button gets the user the content they want in an interactive and mobile-friendly chat experience.

You get valuable contact info and a way to follow-up with future relevant messaging for a tiny fraction of the price of a lead on your website.

We knew that using the messages objective for Facebook ad campaigns would yield top ROI, but we didn’t even realize it’d be this major.

Try your own messages Facebook ad campaign today and get more leads for less and contacts you can send follow-up messaging to. Let us know how it goes.

Be a Unicorn in a Sea of Donkeys

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