Getting Started with Messenger Ads πŸ“˜

Ads that click to Messenger are Facebook, Instagram, or Messenger ads that send people into a Messenger conversation with your business.


This article applies to the Mav Pre-Qualification Playbookone of several available to you with Mav. Learn more about our Playbooks here.

πŸ’‘Note: Facebook Messenger Ads are only supported by our Team and Enterprise plans.

Start conversations automatically with Mav with Facebook Messenger Ads

Ads that click to Messenger are Facebook, Instagram, or Messenger ads that send people into a Messenger conversation with Mav.

You can use ads that click to Messenger to reach leads at scale, then continue to interact with each of them individually in Messenger using Mav.

Note: This getting started guide assumes that Mav is connected to your Facebook Page, live and accessible to the general public. This guide also assumes you have basic knowledge of how to run Facebook Ad Campaigns.


Step 1) Create a "Messages as an Objective" Campaign

First, you need to create a new ad campaign, where the objective is "Messages." See the below screen shot to ensure the correct objective is selected:

Click Continue.

Step 2) Select Correct Ad Set Parameters

Select your Audience, Placement, Budget and Schedule as you normally would. However, ensure that Message Destination is set to Messenger and "Click to Messenger." Example:

Click Continue to move on to the Ad details.

Step 3) Configure the Messenger Ad Unit

The majority of our work will be here. This may also be the part that you are unfamiliar with if you are used to doing traditional Facebook Ads.

Identity - Be sure to select the Facebook Page that Mav is attached to. For example:

Ad Setup - Here, we will configure the creative, copy and CTA of the ad unit. You you are free to use existing copy and creative. However, in our experience there are a few best practices that perform well for Messenger Ads:

  • Text: Either in the text or headline explicitly calling out "Messages" is a best practice. This further drives home that that if a user clicks on this ad they can expect a "messaging" experience. For example: "Get your quote in Messenger"
  •  Creative: Using a graphic that shows the messaging experience also performs well in our experience. This, again, sets the user expectation that a live messaging experience is on the other side of this ad.
  • Call to Action: Unless one of the pre-defined CTA's match the exact experience of Mav, we always recommend setting this to "Send Message."

To help illustrate this in practice, here is an example of a high performing ad from one of our customers:

Messenger Setup - Here, we will configure the "Welcome Message" that the ad unit will automatically send the user when they click on your CTA.

You have two options to choose from. Either, creating your own welcome experience, or using your bot's "Get Started" Screen.

If you choose to use your bot's "Get Started" screen, your users will be presented with a screen that looks like this:

If you choose the option of using your bot's "Get Started" screen, you job is done and you can publish your ad. For the best results, we always recommend that you "Create your own welcome experience." We will continue this guide assuming that is the option you will follow.

Inside Messenger Setup, click "Create your own welcome experience." Then, continue to click "Custom Template" and finally click "Create New" to create your first custom template.

You will be presented with the ability to customize the Welcome Message and the Customer Actions. For example, the default screen will look like this:

Welcome Message: You can insert Text, Text & Image, or Text & Video here. We recommend inserting personalized Text & Image.

Customer Actions: Continue and click "Add a Customer Action" and select "Quick Replies." These are identical to the "Quick Replies" you are probably already familiar with Mav . Except here, we'll have to design them and tell Facebook where in the experience we want to direct the user.

For example, we may want to add the following 3 Quick Reply Customer Actions:

  • See if I Qualify
  • Get Help
  • About Our Company

For each of of these options you'll need to type the Reply Text and the associated Bot Payload.

Note: If you haven't received a list of the "Bot Payloads" your bot accepts, please reach out to your account rep or email our support team to get access. Each bot payload will be prefixed and suffixed with a dollar sign. For example: $ask_quali_intro$.

See below for an example of a complete Customer Action screen:

Additionally, every customer has two default bot payloads, about and help. These do not need to have the dollar signs.

Once this is configured we highly recommend that you test the experience. The quickest way to do this is to hit the "Preview in Messenger" button on the lower right of this screen. Make sure to preview in messenger and test that each quick reply is working as expected.

Congrats! πŸŽ‰πŸŽŠπŸ₯³ At this point, you will be ready to publish your first Messenger Ad.


A few final notes:

  • Creativity and personalization go a long way. Don't be afraid to be unique to your brand.
  • Try to make a connection between your ad copy and the welcome experience for the user. Tell a cohesive story that starts with the ad and continues inside the chatbot experience.
  • As always, if you run into any problems, email our support team. We're happy to help you along.