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How to set up targeted ads
via Meta Platforms to run

chatbots on Facebook
Messenger, WhatsApp,
and Instagram Direct
chatbots for your business
Ads that click to chat on Facebook Messenger, WhatsApp, or Instagram Direct allow
businesses to connect, engage, and guide people towards a conversion.
If consumers interact with your ad, 82% of them expect a response in real-time. Failing
this, they may go to your competitors. To respond within seconds, try to connect a
chatbot to your ad.
When the user clicks the call-to-action button in your ad, the chatbot will automatically
initiate a personalized chat, identify user needs in the shortest time, and move them
down the sales funnel.
In this guide, the SendPulse marketing team will show you how to connect Facebook,
Instagram, and WhatsApp chatbots to your ad campaigns to promote your products
and services through Meta's Family of Apps.
Why you should advertise via Meta Platforms
Meta Platforms owns four of the biggest social media platforms: Facebook, WhatsApp,
Instagram, and Messenger. According to Statista, 3.59 billion people used at least one
of the company's main products each month during the fourth quarter of 2021.
These data points tell us that your audience is already using Meta's Family of Apps, and
you can reach high-intent customers there through targeted ads set up with Ads
Manager.
Ads Manager is an all-in-one tool for creating and managing ads on Facebook,
Instagram, Messenger, or Audience Network. It allows you to:
define and adjust your audience;
create an eye-catching ad;
choose the placement, set a budget and ad schedule;
connect the chatbots to provide an immediate response to user questions.
You can show the ad to users who have already interacted with your Facebook page,
Instagram page, or site and involve them in pre-defined dialog with the chatbot in real-
time.
In today’s fast-paced world, customers expect a 24/7 brand online presence and don't
like being put on hold. Therefore, targeted ads and chatbots become an efficient tool to
improve the brand image, lead generation, and sales.
What is a chatbot and what are its benefits
for business
A chatbot is a piece of software that communicates with users’ in messengers on behalf
of your company according to a pre-designed scenario.
Chatbots can answer as much as 80% of all standard questions, have a faster response
time than humans, and help customers outside of business hours.
Chatbots identify users' needs by asking questions or using prompts, and direct high-
quality leads to your human sales team. They can receive payments, describe products,
schedule meetings, and do many other tasks

The main benefits of using chatbots for business are:
engaging new customers through the advertising campaigns
company availability 24/7 to increase customer loyalty and sales
offering users to make purchases directly in the chatbot flow
user segmentation to make a relevant offer for each segment
collecting and redirecting users’ data to CRM
leads nurturing by sending company updates and news
sending promo campaigns to those who interacted with the chatbot within the last 24 hours
passing the conversation to a person if the chatbot cannot process a request.

How to build your own chatbot
You are able to create chatbots on Facebook Messenger, WhatsApp, and Instagram
Direct using the SendPulse drag&drop builder.
One of the best parts about SendPulse chatbots is that they are easy to set up — you
can run them in one day even if you are not a tech-savvy user.
SendPulse offers you a comprehensive knowledge base where you can find step-by-
step guides on building and launching each chatbot.
Let’s look at how to connect Facebook, Instagram, and WhatsApp chatbots to your ad
campaigns via Ads Manager.

How to Create a Facebook Messenger Ad to
Run a Chatbot
Facebook is the most used online social network worldwide with approximately 2.91
billion monthly active users as of the fourth quarter of 2021. The significant presence of
the audience makes Facebook the core place where companies meet with their
customers and have the opportunity to communicate with them one-to-one using
Facebook Messenger.
To begin creating your own advertising campaign with a linked chatbot, you need to
have a Facebook business page with administrator rights. You will run advertising
campaigns on behalf of this business page and connect your chatbot to it.
Let’s go over creating your own campaign.

Step 1. Create a New Ad Campaign
In order to start, log in to Ads Manager, click Create, and select "Messages" as the
campaign objective.
Specify your campaign name and define your ad budget. There are two budget
allocation options, select one and specify its amount:
"Daily budget" is how much you want to spend on a specific campaign per day
"Lifetime Budget" is how much you want to spend over the entire run-time of your campaign.
Step 2. Set up an Ad Displaying
The next step is to specify your ad destination. Set up where you want people to
message you after clicking on your ad button — сhoose “Click to message” as your ad
type, and tick Messenger as your messaging app.
Set your campaign schedule and then start defining your audience — specify your
audience’s location, age, gender, and interests, or select your existing audience.
Select your ad placements — specify where your ad will be performed. You can choose
the "Automatic placements" option or select them manually. We recommend choosing
"Automatic placements" at this stage.
Step 3. Add Your Ad Content
Choose how your ads will be displayed: "Single image or video" or "Carousel."
Add an image or video, enter the primary text, a headline, and select a call to action.
Don't forget to optimize images or videos for each placement. Pay special attention to
the media you include in Stories because they need a 9:16 aspect ratio. To change
media, click on the pencil icon.
Next, you need to create a message template that will be displayed to a user after they
click on your ad. This message will be "intermediate" between the ad and the message
flow in the chatbot.
To lead the user into a conversation with a chatbot, select the "Start conversations"
radio button and click "+ Create."
Select the type of your greeting message: text only, text &
image, or text & video.

Enter the text of the greeting message and select the customer actions. There are
several options here: FAQs, Quick replies, and Buttons. Let's go over each of them in
more detail.
Frequently asked questions. You can enter several questions, each of which can be up
to 80 characters long. The text or phrase in these questions must match the triggers for
starting specific chatbot flows.
Quick replies. Enter a "quick reply" up to 80 characters long and select the "Connect
your bot" option from the drop-down list below. The text or phrase in "quick replies"
must match the triggers for starting the chatbot flows.
The user clicks on the quick reply, the command is passed to the bot and it will start a
flow that matches the trigger word in the command.
Buttons. Enter your button text that is up to 20 characters long. Select one of the
actions for the user after clicking the button: go to the site or launch a chatbot.
To lead to your site, select "Open Site" and paste the link.
To continue the conversation in your chatbot, select "Send a postback."
Please note that the text on the button must match the keywords set as triggers that
launch the desired flow in your chatbot.
These templates are almost identical in functionality, the only difference is their display
in Messenger.
Step 4. Publish your ad
In the feed, the user will see your ad like this:
And after clicking on your ad, they will see the ad content. In this case, this is a template
with buttons, each of which launches a specific chatbot flow:

How to Сreate an Instagram Ad to Launch a
Сhatbot
Since August 2021 all business accounts on Instagram are allowed to launch chatbots
on Instagram Direct Messenger and automate communication with consumers.
Before you create your own Instagram chatbot, note that Instagram has its own rules
and specifics:
only users can start a conversation with the business
page
after the user's last interaction Instagram opens a 24-
hour window within the chatbot can be launched.

Instagram supports a lot of triggers that run the chatbot and reopen the 24-hour
window, during which you can launch chatbot flows, send chatbot campaigns and
make promotional offers the following way:
sending a message to your DMs
mentioning your page in the user’s Stories
sending an emoji reaction to your Stories
sending a comment on a live video
sending a comment on your Instagram post.
You can use each of them in your ad campaign to encourage users to interact with your
business page and gain more subscribers as a result. Let’s look at how to create the ad
campaign step by step.

Go to the Ads Manager, click Create and select the “Messages” campaign objective.
Specify your campaign name and define your ad budget. There are two budget
Specify your ad destination — сhoose “Click to message” as your ad type, and tick
Instagram Direct as your messaging app.

Select the Facebook business page to which your Instagram business account is linked.
The chatbot must be linked to this Instagram business account. Also, set your campaign
schedule.
Identify your target audience: set the geo, age, and interests of your audience, or select
audiences you have created in advance.

Select your ad placements. You can choose from “Instagram Feed,” “Instagram Explore,”
and “Instagram Stories” to show ads on Instagram.
Add an image or video, enter the text for your ad, and select the call to action.
Next, create a new template for the message users will see after clicking
on your ad.
Make up your message template. Firstly, enter your greeting
message.
Secondly, add frequently asked questions to help users get what they need quickly. It is
important to copy these template questions and set them as triggers for launching the
desired flows of your chatbot.
In the Instagram feed the user will see your ad like this:
The user clicks on your ad and sees the greeting message that was composed in the
template. When they click on the preset question, it is sent to your business’s Instagram
account Direct messages and starts a conversation as a trigger.
How to Create a WhatsApp Ad to Start a
Chatbot Conversation
As of January 2022, two billion users were using WhatsApp messenger monthly,
making it one of the most popular mobile social apps worldwide.
SendPulse has recently become a Facebook partner and is now an official provider of
the WhatsApp Business API. SendPulse makes this channel accessible to everyone,
offers 1000 free sessions per month, and does not charge fees for connecting your
phone number to WhatsApp.
You will not be charged for incoming messages from users who followed your ad link,
even if you reached the 1000 free messages limit.
Now let’s look at how to launch a WhatsApp ad campaign.

Step 1. Connect Your WhatsApp Business
API Phone Number
Before creating your WhatsApp chatbot ad, you need to create and verify your
Facebook business account, create a WhatsApp chatbot, and connect your number to
the WhatsApp Business API.
Make sure the phone number you use in the WhatsApp Business API is connected to
your Facebook Page. To do this, go to your Facebook business page settings, and select
the "WhatsApp" section.
Enter and confirm the desired number. Once the number is linked to your Facebook
business page, you can create chatbot flows and run ads on it to get new followers and
promote products and services through automated communication.
Log in to Ads Manager, click Create, and select "Messages" as the
campaign objective.
Enter the name of your campaign and define your ad budget. There are two budget
Select "Click to message" as your ad type and WhatsApp as your messaging app.
Select the Facebook business page on behalf of which you want to run ads. It must be
associated with a number that is connected to the WhatsApp Business API. If the
number is not the one you need, you can change it by clicking on the "Page settings"
anchor link under the menu.
Identify your target audience: set the geo, age, and interests of your audience, or select
audiences you have created earlier. Also, set your campaign schedule.
Select your ad placements. Here you can specify where your ad will be performed. You
can choose the "Automatic placements" option or select them manually. We
recommend choosing "Automatic placements" at this stage.
Choose the format your ads will be displayed in: "Single image or video" or "Carousel."
Add an image or video, enter the primary text, a headline, and select
a call to action.
Don't forget to optimize the images you add. Pay special attention to the media you
include in Stories because they need to have a 9:16 aspect ratio. To upload a new
image or video, click on the pencil icon.
Next, you need to create a message template that will be displayed to a user after they
click on your ad. This message will be "intermediate" between the ad and the message
flow in the chatbot. To do this, click on "+ Create."
In the template, enter a welcome message and add FAQs. Each of the questions can be up to
80 characters long.
Please note that the words or phrases that you specified in the FAQs must exactly match the
keywords set as triggers that launch the desired flows in your chatbot. Save your template.
Under the questions you created, an additional item will be displayed. It allows the user to
enter their own question if none of the pre-installed ones suits them.

In the feed the user will see your ad like this:
After interacting with the ad, the user will see the ad content with the list of FAQs you
set up. When they select the desired question and send it to WhatsApp, the chatbot
will launch the flow tied to the specified trigger.
Conclusion
Click-to-Messenger ads give businesses an easy way to start engaging with a customer on social
media. And when you connect chatbots to your ad, they will instantly respond to user queries,
define user needs, and move them down the sales funnel automatically.
Register with SendPulse right now to create your own chatbots, connect them to ad campaigns
and promote products and services through automated communication. All you need is to follow
the steps mentioned above.
Don't hesitate to ask your questions — the SenpPulse support team is ready to help you 24/7.

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How to set up targeted ads

via Meta Platforms to run

define and adjust your audience;

create an eye-catching ad;

choose the placement, set a budget and ad schedule;

connect the chatbots to provide an immediate response to user questions.

A chatbot is a piece of software that communicates with users’ in messengers on behalf

of your company according to a pre-designed scenario.

time than humans, and help customers outside of business hours.

schedule meetings, and do many other tasks

company availability 24/7 to increase customer loyalty and sales

offering users to make purchases directly in the chatbot flow

user segmentation to make a relevant offer for each segment

collecting and redirecting users’ data to CRM

leads nurturing by sending company updates and news

passing the conversation to a person if the chatbot cannot process a request.

Direct using the SendPulse drag&drop builder.

step guides on building and launching each chatbot.

campaigns via Ads Manager.

Let’s go over creating your own campaign.

chatbots for your business

allocation options, select one and specify its amount:

image, or text & video.

launch the desired flow in your chatbot.

with buttons, each of which launches a specific chatbot flow:

on Instagram Direct Messenger and automate communication with consumers.

only users can start a conversation with the business

after the user's last interaction Instagram opens a 24-

hour window within the chatbot can be launched.

make promotional offers the following way:

sending a message to your DMs

mentioning your page in the user’s Stories

sending an emoji reaction to your Stories

sending a comment on a live video

sending a comment on your Instagram post.

campaign step by step.

allocation options, select one and specify its amount:

Instagram Direct as your messaging app.

audiences you have created in advance.

making it one of the most popular mobile social apps worldwide.

phone number to WhatsApp.

even if you reached the 1000 free messages limit.

Now let’s look at how to launch a WhatsApp ad campaign.

chatbots for your business

Log in to Ads Manager, click Create, and select "Messages" as the

allocation options, select one and specify its amount:

chatbots for your business

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