Tracking code installation
Tracking page visits
Intents and Entities
Building Dialogflow agent and connecting to Activechat
Sending user input to NLP engine
Triggering bot skills by intents and events
Working with entities
NLP best practices
Sending order updates
Chatbots are a great tool to run Facebook Ads due to a whole bunch of features that are hard (or almost impossible!) to achieve with other ads media.
Let’s dive into setting Facebook Ads Chatbots with Activechat.ai Visual Chatbot Builder to see how easy it can be. You can find examples from this article
First, we’ll need a couple of bot skills that will serve as entry points to specific campaigns.
When user starts communicating with your bot for the first time, he(she) sees the “Get started” bot screen. After clicking the “Get started” button actual communication starts from the “start” bot skill that every bot has.
We will use “ref=” bot URL parameter to branch the conversation to different bot skills depending on the value of “ref”. You can use the same approach not only for Facebook Ads, but for other purposes too – for example, when building Messenger Codes to be scanned by mobile Messenger app.
Here is the sample content of specific skill for “Ad Campaign One”:
Repeat the same for another skill that will be serving Campaign Two and don’t forget to build the bot by clicking orange RUN button in the top right corner of the editor.
Now we have to tell the bot which skill to run based on the value of “ref=” parameter in the ad settings. We’ll use SWITCH block to do this, checking $_event_start_payload system variable for various values that can be put inside “ref=”.
What happens on the screenshot above? Every time the bot is started by new user, we check the value of $_event_start_payload to extract the actual value of “ref=” parameter and branch the conversation to different bot skills if there is any of pre-defined values that we use in ad settings. If none of these values are found we start bot conversation with regular introductory sequence.
Now when the skills are in place it’s time to move to Facebook Ads Manager to set the actual campaigns.
We’ll not be diving into general Facebook Ads setup procedures (there’s plenty of resources on this out there), and will focus solely on bot-specific tuning details.
Start with creating new campaign and prepare creatives exactly as usual. The only difference will be that you’ll set “Messages” as campaign objective.
Next, set budget, audience and placements – exactly like you do for any other ads.
Finally, set required parameters for your creative. Don’t forget to select the page that the bot is connected to in “Identity” section!
Now, let’s jump to setting actual ad parameters to start the bot from one of the skills that we built on Step 1.
Put “ref=campaign_two” in the “URL parameters” field of the “Tracking” section. Note that “campaign_two” should be the same as the name of the bot skill that this ad should trigger.
And finally, it’s time to create template for initial Messenger communication with users clicking the ad.
The reason for this is that bots cannot initiate communication with Facebook users – they can jump in only after some initial action from the user. And your task as marketer is to create this initial template so that it will encourage users to take action. The usual flow looks like this:
Now compose initial message in “Welcome message” section (don’t forget you can already personalize it with customer first and last name – use “Add Personalization” link to do this).
Select “Buttons” or “Quick replies” in “Customer Actions” section and put there something that will help user click the action.
Your complete micro-copy can be previewed in the window on the right.
Click “Finish” when you’re done – and your ad is ready to be published!
Now it’s time to send Ads Preview to your own Facebook News Feed and test bot behavior.
And here’s what you get in Messenger.
Now go back to Activechat and build that skill to give your customers awesome ad experience.
Repeat for other ads in this and other Ad Sets and/or Ad Campaigns!