In this article, I’ll show you how to use Messenger bots to set up free retargeting on Facebook.
You’re already a pro at Facebook Ads, but let’s face it…
- It’s time-consuming to install the Pixel on every new client’s website.
- It’s expensive to A/B test tons of ad variations.
So in this tutorial, I’ll be using Chatfuel to build a super simple cart abandonment bot for a fictitious e-commerce store.
Step #1
First, create your product using the “Gallery” card.
Step #2
Next, add a “Set up user attribute” plugin above the product you just created. Type the name of your product in the USER ATTRIBUTE field on the left; enter “seen” for the VALUE on the right.
Step #3
Click the yellow caution triangle next to the buy button to reveal a dropdown menu, then open the Advanced Settings. Create a new “thank you” block by typing in the “After Purchase Show These Blocks” field.
Step #4
In the new block you just created, enter the “thank you” message you want customers to see. (NOTE: Chatfuel will automatically generate and send customers a receipt in the bot.) Repeat Step 2, changing the VALUE field to “purchased”.
Step #5
Finally it’s time for the fun part! Switch into the “Broadcast” tab and create a new SEQUENCE. Let’s click the green USER FILTER button to set up our behavioral retargeting.
In this case, we’ll target bot users who saw Product Y but didn’t purchase it. According to this screenshot, the bot will send qualifying users a cart abandonment reminder (and discount!) 24 hours after they view the product.
Step #6
The beauty of Messenger bots is not only that you can retarget visitors for free, but you can also get extremely high open and click-through rates. You’ll usually find 80-100% open rates and 20-30% CTRs.
These results might seem too good to be true, but they’ll normalize over time as more marketers discover the power of chatbots on Facebook.
What’s next?
I’m writing a series of these articles (exclusively for Ad Leaks!) on Messenger marketing, so let me know what topic you’d like covered next!
Here are some ideas…
- Using Messenger bots with lead magnets
- Syncing subscribers’ data with CRMs
- Connecting bots to Facebook ads
Chat soon,
Andrew Demeter
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