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One-to-many or one-to-one – what marketing solution gets the best results?

If you want to run a lead generation campaign within Facebook Ads, what form does that normally take? Advert clicking through to landing page, where potential customers then sign-up via their email address? This is the route that a vast majority of ads take… but what if there is another way? A way that leaves the consumer feeling that the message was more personalised? A way that could actually lead to a higher conversion rate?

The problem

The client, Nicole, initially came to me wanting more people to sign-up for her free webinar. She had experimented with Facebook Ads before, but admitted she had no idea how to run ads, didn’t really want to learn and wanted to hand over the entire project to someone who did. She had a budget of £200 and a date set for the webinar.

The solution

After discussions with Nicole, we decided to split her budget in half and spend £100 on conversions to the ‘traditional’ landing page ad set-up and the other £100 on a Messenger campaign leading into sign-ups via a chatbot. Using chatbots was new ground for Nicole but – as she specialises in marketing herself – she recognised that the personalisation of the chatbot could elicit a higher conversion rate.

The process

Nicole provided me with all the assets for the landing page campaign, while I got to work creating the chatbot flow within ManyChat for the Messenger campaign. The ad creative and budget were the same for each campaign. However, due to the relatively low budget, I did target different audiences in order to maximise our chances for success. 

For the Messenger campaign, I used the Messages objective within Ads Manager and then inputted the JSON code from ManyChat to ensure that the ad linked to the correct chatbot flow once the user clicked on the ‘Send Message’ button. As users worked through the chatbot flow their information was stored into a Google sheet and the flow was linked into Nicole’s CRM, where her email nurture sequence then took over once the user was booked into the webinar.

The results

Both campaigns ran for 10 days with identical creative and both had a daily budget of £10. Overall, sign-ups through the Messenger campaign were 33% higher than the Conversion campaign; cost per lead was lower at £5.58 versus £9.26 for the Conversion campaign; and click-through rate was also higher at 0.9% versus 0.7%. 

On the day of Nicole’s webinar, I also used the Confirmed Event Reminder functionality within ManyChat to send all sign-ups from the Messages ad a chatbot flow reminding them of the event. This methodology helps to decrease the amount of no-shows that can often happen for such events.

Conclusion

It is worth noting that this campaign ran during Q4, the most costly time of year for Facebook Ads as competition is high. However, despite a low budget, Nicole was more than happy with the results that we got. The Messages ads, via the ManyChat chatbot, outperformed the traditional landing page sign-up formula and were cheaper. We have to bear in mind that the audiences used in each campaign were different, so not a strict like-for-like test, but it has opened Nicole’s eyes to the potential that chatbots can bring to the marketing mix, both organically and through paid social, and she is keen to continue to explore this medium. 

Please note: This ad campaign ran before the EU/US privacy shield came into effect in Europe on December 16th 2020. Since this date, there have been many changes and restrictions placed on running Messenger campaigns within Facebook Ads Manager. Please contact me for more information.

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