Facebook has announced the rollout of lead generation in Messenger with a new lead generation template in Ads Manager.
According to Facebook, over 61% of people surveyed across the US, UK, Brazil and India agree that messaging is the easiest and most convenient way to contact a business. And with over 20 billion messages exchanged between people and businesses each month on Messenger, it’s one of the most popular messaging tools out there, bringing brands and their customers together.
To make connections easier, and to help businesses generate leads using Messenger, Facebook announced lead generation templates in Ads Manager back in May. This week, the company has announced the global rollout of lead generation in Messenger, allowing businesses to create ads that drive people to an automated question and answer flow on the platform.
Ads that click-to-Messenger, created within the “messages” objective, now opens a Messenger conversation which begins with a set of questions that can be answered through pre-filled or free form text.
This process simplifies customer acquisition by providing a more direct and conversational way “for people to take action where they already spend their time.” It also allows businesses to find out more about “what their potential customer is looking for.”
Businesses can also integrate with their CRM to continue the conversation with qualified leads, directly through the Pages Inbox, the Pages Manager App or “a third-party live chat provider.” People who haven’t completed questions will have a reminder send to them to respond.
How does it work?
So how does lead generation in Messenger work?
- Visit Ads Manager.
- Select the “Messages objective” and set “click to Messenger” as your message destination. You’ll find the lead generation template under the Ad Level in the “Message Setup” section.
- Select the option “Generate Leads” and click “+ Create Chat”.
- Finalise the setup of your ad and submit for approval.