Meta Click to Message Lead Generation

Conversational marketing is a hot spot for lead generation.

As much as 74% of online adults feel more connected to a brand they can message directly. And 66% will gear towards purchasing from a company they can contact through messages. 

Meta capitalises on conversational marketing for lead generation with Click to Message Ads. 

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What are Click to Message ads on Meta?

Click to Message ads send users who click on your ad or CTA to conversations in Facebook Messenger or Instagram Direct. 

You can chat with interested buyers in real-time. Or you could use templates to set up Q&As and qualify leads faster. 

There’s also the option of converting your Instant Form into a Messenger chat flow. Meta’s algorithm will deliver your ad as an Instant Form or Click to Message, depending on the user’s preference.  

Click to Message ads could be placed on Facebook or Instagram’s Feed, Stories, Reels, Marketplace, Messenger Inbox, and Instagram Explore. 

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Note: this is Facebook's own chatbot capability. You could also create your own custom chatbot using one of many chatbot tools - and still connect leads to Driftrock.

Audi redirected interested users from its video ads with Click to Message. Leads could book a test drive or request a quote directly from Facebook Messenger. 

Source: Audi Taiwan, Facebook

Nissan used Click to Message in a different way. The brand encouraged leads to subscribe to updates on Messenger. Leads could also set a preferred frequency at which to receive messages. 

Source: Nissan Turkey, Facebook

Volkswagen wanted to increase consideration for their EV, ID.3., by deploying Messenger as an interactive tool. Leads who clicked on their ad could explore and configure their own ID.3 using the chat.  

Source: Volkswagen UK, Facebook

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Here are 3 key reasons why you should consider Click to Message ads: 

1. Meta Business Messaging drives higher conversion rates than legacy channels–53% more than SMS, 61% more than email and 87% more than other apps.
2. Facebook Lead Ads typically see a 50% lower CPL.

With Messenger Lead Generation, this might be a little more expensive, but the lead quality is also likely to be higher (you can analyse this precisely by using Driftrock's downstream conversion tracking).

3. Avoid missing out on leads. By setting up automated chats, you can stay available on Facebook and Instagram, irrespective of working hours. 

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You may follow this step-by-step guide to create Click to Message ads:

1. Login to Ads Manager and click Create
2. Choose your Objective–traffic, sales, leads or engagement—and click Continue 

It’s recommended to go with Leads or Engagement for higher-quality leads 

3. Set your Conversion Location as Messaging Apps

Source: Kommo, YouTube

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4. Under Ad Type, select Click to Message
5. Select Facebook Messenger and Instagram as the Destination 

Source: Kommo, YouTube

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6. In Message Template, choose between Create New and Use Existing Template 
7. After you’ve created and saved the chat flow, hit Publish. 

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