If you want to acquire more users by making use of Facebook's ad functionality, we have three recommended ways to do so:

  • Use a Messages Objective ad linking to a Messenger destination: Click to Messenger.
  • Use an Engagement Objective ad with Acquire Users from Comments
  • Use a Messages Objective ad linking to a Messenger destination: Sponsored Messages

You can also supercharge your ads by creating a custom or Lookalike audiences (via segment sync or via CSV export) based on your most valuable bot subscribers.

How Click-to-Messenger (CTM) ads work

When a user clicks the CTA on a Click to Messenger ad, they'll be redirected to a conversation with that business (or their bot) in Messenger.

Once they arrive in Messenger, the user must click a button or manually type a response to initiate the conversation. If not, they won't become a reachable user by your bot—meaning it won't be able to chat with them, and you won't be able to reach this user in the future.

This process is known as the double opt-in—the first being when the user clicks the ad. Facebook designs it this way to prevent spam and data misuse.

How to set up a click-to-Messenger ad

For quick setup, use Chatfuel's native ads integration. If you prefer to set up your ad manually, follow these instructions:

1. Head to Facebook Ads Manager. Create a new campaign and choose Messages as the objective. Click Continue.

2. Leave Click to Messenger selected by default.

3. Choose the targeting for your ad within the Audience section. (For even more effective targeting, you can use Chatfuel to create Lookalike audiences of your most valuable bot users.)

4. Whether you choose to deselect Instagram in the Edit Placements section is up to you. Being redirected from the Instagram app to the Messenger app can be a jarring experience for some users, and may lead to drop-off. However, it's important to test things like this to see how your particular audience responds to them.


5. Choose your budget and schedule.

6. Under Identity, select the same page where the bot is connected. (An easy way to make sure you've got the right one is to ensure the profile picture under Identity matches the one that shows up on your Chatfuel dashboard.)

7. Choose the ad's format, image, and content.

8. Under the Messenger Setup section at the very bottom of the page, select Start Conversations which will then be saved as a custom template, then Get Started. In the window that appears, you'll be required to create a Welcome Message, and then you'll be able to link it to a more feature-rich block in Chatfuel.

9. Compose the initial message you want your chatbot to send to users who click the ad.

💡 Tip: It's best practice to make this first message a question, and let the user choose between two answers. You want to encourage the person to respond so that they become a reachable user for your chatbot.

10. Choose whether you want to offer Quick Replies or Buttons as the response options for users. We recommend buttons, as they tend to be more reliable when it comes to rendering properly in Messenger.

11. Link each answer choice to a corresponding block in your Chatfuel bot. From there, you can funnel users into a relevant experience in your bot based on their choice.

12. Change the Open a website option to Send a postback for each button. Then use the code below to tell Facebook what Chatfuel block you want linked to each button:

block name: NAME OF YOUR BLOCK

🚨 Note: The line of code is case-sensitive! If you have a block called Cat Answer, for example, the code would be block name: Cat Answer, not block name: cat answer or any other variation.)

13. Click the Preview in Messenger button at the bottom of the window to ensure everything is working as expected.

How to acquire users from comments on an ad

The Acquire Users from Comments feature turns users who comment on your Facebook posts into reachable users for your Messenger bot. You can apply this feature to a regular, organic post on your page, or to an ad. If a user comments on the post or ad, they'll receive a message from your bot.

Here's how to set up this feature on an ad:

1. Publish a post as the Facebook page your bot is linked to.

2. Set up the Acquire Users from Comments feature for this Facebook post.

3. Head to Facebook Ad Manager and create a new ad. (We recommend choosing EngagementPost Engagement.)

4. Choose an audience for your ad. Then, set up the ad for the post from steps one and two.

5. Once you're satisfied with the ad, place the order and get ready for new users!

How sponsored message ads work

Sponsored messages are powerful retargeting tools to reengage inactive bot users. They appear to users like a normal message from your bot. However, they're a paid ad type, because they're the only promotional messages your bot can send outside the 24-hour standard messaging window.

(Messages sent within the 24-hour window and certain types of non-promotional messages outside the 24-hour window are free.) Sponsored messages can be helpful when you need to notify bot users about new arrivals in your store, for example, or make other timely announcements to inactive users.

✏️ Check our detailed sponsored messages article to learn more about the setup and optimization of sponsored messages.

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