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.
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.
You can create Facebook send-to-Messenger ads for free with MobileMonkey.
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:
So how did we go from $150 or $250 CPA to $5 a lead?
Here’s the new Facebook Ad playbook:
After executing Facebook click-to-Messenger ad campaigns, here’s what our latest click-to-Messenger campaign reports look like:
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:
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.
Here’s how to build a Facebook send-to-Messenger ad in 5 steps with MobileMonkey:
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.
From Facebook Ads Manager create a new campaign. The first thing you’ll do is select your campaign objective. Choose “Messages”:
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”.
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.
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:
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:
Create a new page with a descriptive name. Use a Quick Question widget to add text with a response button to the chatbot experience:
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.
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”:
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:
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:
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:
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:
Go to the Messenger Setup section and choose “Create your own welcome experience” and “Custom Template”. Then hit the button to “Create New”:
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!
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:
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.
Important next steps: