Engagement campaigns are an effective way to attract leads and simplify the application process. By using Messenger, you can create a smooth experience for your leads, increase engagement, and enhance completion rates. In this guide, we’ll walk you through setting up engagement ads that route to Messenger and explain why this approach works well.
Step 1: Understanding and Requesting the Bot Payload from Talkpush
The first step is to request a Bot Payload. For context, a Bot Payload is a unique set of data that links an engagement ad to a chatbot, enabling it to start a specific conversation flow. It ensures users are directed to an automated chat experience in Messenger or WhatsApp. This helps track the ad source and sync collected lead information to Talkpush, which is why we need it to start this process. Here’s what you need to do:
Request the Bot Payload:
Reach out to the Product Support team via Intercom to request it.
Set up Source Tagging:
Assign specific Source Tags to your Engagement Ads to track leads accurately.
Inform Talkpush about the Campaign Name:
Let us know where the leads from these ads will be stored so we can link the Bot Payload to the appropriate Campaign in your account.
Step 2: Configure Your Ads in Meta Ads Manager
Once you receive the Bot Payload, you’re ready to configure your Engagement Ads. Follow these steps in your Ads Manager account:
Click on ‘Create.’
Click on ‘Create New Campaign’.
Select ‘Engagement.’
Click on ‘Continue.’
Click on ‘Manual Engagement Campaign.’
Click on ‘Continue.’
Click on ‘New Engagement Ad Set.’
Verify the Facebook Page and click Messenger.
Click on the Ad tab.
Click on ‘Edit.’
Click on the ‘Customer actions’ drop-down menu.
Click on ‘Buttons.’
Click on the button action drop-down menu.
Click on ‘Send a postback.’
Type the postback the team created for the campaign.
Click on ‘Save.’
Click on ‘Publish.’
Why Choose Engagement Ads to Messenger flow?
Engagement campaigns that route leads to Messenger offer numerous benefits that can elevate your recruitment efforts:
1. Ease of Application Start and Completion
The simplified process within Messenger reduces friction, enabling more leads to complete their applications.
Results: Users in the Philippines demonstrate a 10% higher completion rate with Engagement Ads than with Lead Ads.
2. Seamless User Experience
The entire application process happens within Messenger, ensuring consistency and ease of use.
3. Cost Efficiency
Engagement campaigns are approximately 28% cheaper per conversation compared to lead forms.
4. Lower CPM and Greater Reach
With an 87% reduction in CPM (Cost Per Thousand Impressions), you can reach a larger audience within the same budget, increasing your brand’s visibility.
5. Enhanced Data Capture
Information is automatically captured in Talkpush’s CRM as soon as a lead starts the application process, which helps build complete lead profiles and minimizes drop-offs.
6. Higher Engagement Rates
Interactive communication through Messenger fosters better engagement and responsiveness.
7. Building Brand Trust
Personalized, conversational interactions help build trust, a key factor in driving conversions.
8. Regional Success
According to a recent research project performed by our Ad Buying team, we discovered the following data trends:
Philippines: 33% application completion rate, ideal for local campaigns.
LATAM: Using the same Engagement Ads to redirect to WhatsApp instead of Messenger yields an impressive 87% completion rate, aligning with local user preferences.
By setting up Engagement Ads that route leads to Messenger, you can simplify the application process, lower costs, and increase completion rates. With the Talkpush team's support and the proper Ads Manager configuration, your campaigns will deliver impactful results. Remember to monitor your campaign’s performance and optimize for better results.
