Rather read than watch?
Below is a transcript of the Chatbot Marketing Training Course by Customers.ai and Isaac Rudansky, of Adventure Media. Get the full course here and become a messenger marketing master.
Howdy chatbot fans and welcome back.
We’re back inside Facebook Ads manager. We’re ready to upload the ad we just created in the previous lecture.
So down here, under images, you could browse your library. If you have previous images, look at it from some free stock images, but we’re better than that.
We’re going to upload our own image. So we’re going to go grab that from our downloads folder and click open, and everything should work fine.
Once the ad loads inside Facebook Ads manager, you can see a preview of how the ad looks under different settings.
So I can look at desktop news feed, mobile news feed, Instagram feed, and Messenger inbox, okay?
And the image, obviously, all looks the same. But it’s the copy that will change, and how much copy actually shows will change as we go along.
But I’m really happy with how this looks, contest giveaway, guess how long our hangover cure takes, bright-green, bold, really interesting image. It’s really captivating.
So let’s write some headline first, so ‘Connect in Messenger’. So the default headline here is ‘Connect in Messenger’.
We want to write something really captivating that, again, gets that curiosity going and makes person want to click.
So I’m going to say something like ‘give us your best guess’ in Messenger or ‘message us your best guess now’. How about that message. Your — or ‘message us your best guess for a chance to win’, okay.
Let’s see how that looks. So that shows up in the desktop newsfeed really nicely, ‘message us your best guess for a chance to win’. Or how about ‘chat your best guess for a chance to win’.
Does that show up? Okay, great. So in mobile newsfeed, that shows up nicely. And desktop chat ‘your best guess for a chance to win’, fantastic.
We could enter in some promo tech, that’s going to show up at the top. Reset — and I’m going to use this idea of news.
‘ResetIV is excited to announce a brand new contest giveaway! guess how many minutes it takes for our hangover cure — our IV hangover cure to — guess how many minutes it takes for our IV hangover cure to banish your headaches — banish your worst hangover headaches — guess how many minutes it takes for our V hangover cure to banish your worst hangover headaches, if you guess right, we’ll buy one of your friends a IV hangover treatment’. And then a $349 value.
Contest ends — And then you can put in the date the content end but we’ll leave it for now like this. Or do, let’s say, contest end midnight August 22nd.
Okay, all right. So that’s our copy at the top. Again, we could change this, we could run a/b test.
We would – obviously if this was — and this is going to be live campaign and when this goes live, we’re going to have three, four different ads and each ad set testing different text.
We might use something with social proof or identity in the top of the copy.
And a lot of people think that people don’t read this copy, I have found just the opposite.
In the test that I’ve run, long copy and even long — even longer than this, people read it.
If it’s interesting to people and people are engaging, then people will read your copy, if the copy is really good.
You could add a news feed link description. I’m not going to do that now. You have the option to write an overlay like free shipping, caching delivery, different things like that.
I’m not going to have anything like that in this campaign either. Branded content is not relevant to us.
We don’t need to put in the URL parameters right now. And here you have Messenger setup.
Okay. This is where things get a little bit tricky, but I’m going to show you exactly how to do this.
When we use Click to Messenger ads in conjunction with Customers.ai, we’re always going to be using a custom template.
Customers.ai is going to give us a JSON code output that we’re going to go in, copy and paste, and enter into Facebook Ads Manager.
I’m going to show you exactly how to do that and it’s a little bit tricky. But it’s pretty straightforward once you get the hang of it.
We’re not going to do that at this step. I want to just continue and confirm and save the campaign.
So I’m going to go down here, click the green button, confirm. And it is going to create my campaign.
Now this campaign, once it’s approved by Facebook, will be active because I do have just a standard template that Facebook gives me for a primitive simple Messenger bot interaction.
Just like, ‘hey, how are you’, whatever. And you could customize a couple of the buttons.
We’re going to do a whole lot better than that, a whole lot more sophisticated than that with how we’re going to be setting things up.
Now that it’s all good to go, it’s being published, it’s going to be under review.
And we have our campaign. Let’s just wait so it finishes publishing.
And we’ll see how to drill down from the campaign into the asset and into the ad level of this Facebook hierarchy.
Okay, now I see my campaign up here. I can customize my columns; once the data starts coming in, I could toggle on and off
For now, I want to just toggle the campaign off, but it will still be under review at Google — like Facebook will still review the actual campaign.
If I click the title of the campaign and I go into the one ad set we have for this campaign — If I click into the ad set for this campaign, I will see the one ad we have for this campaign. And I see that it’s in review.
We’re going to pause on this screen, off the ad for now because now we need to go into Customers.ai. This whole experience is not complete yet.
Sure, we’ve designed an ad, we’ve created a campaign, we’ve set our budgets, we created an audience, but what we haven’t done is created the experience that’s going to happen.
The experience of user is going to have when they click that ad, right?
And we want to make sure that that’s really, really good. I’m done really well because we’re paying for these clicks.