Génération de leads par Meta Click to Message

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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Level up your Click to Message ads with these tips:

1. Use a purposeful chat flow after leads are directed to your Facebook Messenger or Instagram Direct.

For example, leads send you a message to have their queries answered. Instead, you redirect them to your website. It breaks the conversation flow and may result in drop-offs. 

2. Understand the tone of voice for your audience. Engage with leads by being friendly and recreating a human interaction through your conversation flow. 
3. Set expectations with clear next steps, including who will contact them, on which channel and when. 
4. Leverage tools like Driftrock to simplify and scale lead interactions. Tools can automate the lead management process for you. 

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Driftrock’s automotive marketing platform is purpose-built to drive more leads and vehicle sales. Here’s how you can make the most of it for Click to Message ads on Meta:

1. Générer plus de prospects 

Driftrock’s Meta integrations (including Facebook, Instagram and Messenger) help generate more leads from Click to Message ads. Use these integrations to connect leads and reduce your CPL by up to 50%. 

2. Increase Meta lead quality 

~10% des leads ne sont pas valides et gaspillent les ressources commerciales

Driftrock automatically connects, validates, qualifies and deduplicates Meta Lead Ad data. You can also use our Conversion Leads Optimization feature to improve your lead quality. 

3. Automate chat flows 

Set up automated chat flows for Meta with our Automotive Chat Assistant. Interested buyers make their enquiry, and Driftrock processes the lead and then sends it to your destination of choice.

You can help leads pick their vehicle model or enquiry type (such as ‘book a test drive’). 

This feature also enables collecting dealer location preferences from leads with a ‘find your nearest dealer’ lookup. 

4. Simplify Meta CAPI setup

Driftrock can simplify your Meta CAPI setup. It enables website, lead validation and CRM conversion API sync to improve campaign performance and optimise lead conversions. 

5. End-to-end tracking

Driftrock lets you track end-to-end data on Meta and website leads at the campaign, ad group and ad level through to vehicle purchase. 

6. Lifecycle marketing 

Automatically sync your CRM and lead segments with Meta Custom Audiences to nurture more leads to conversion. You can incorporate marketing and audience data from other channels to refine lead gen.