With roughly 3 billion monthly active users globally, Meta (Facebook) is the perfect platform for brands to reach and engage with their target audience. This is especially true for B2C brands who utilise the platform to attract customers and exert influence to increase sales. They can cast a wide net towards a large pool of potential customers that this giant social network has to offer.

However, since the iOS 14+ updates in mid-2021, advertisers have experienced a significant impact on targeting, reporting, and optimization for ads performance.

In order to overcome this challenge and optimise for better Facebook ads performance, here are some hacks B2C brands can consider:Why should you pay attention to Ads that click to Messenger (or CTM ads)? Over 260 million new conversations take place on this messaging app daily, which provides a powerful opportunity to increase reach, engagement, sales, and connection with your customers beyond traditional feed ads.

This ad format allows customers to message you after clicking on your ad that appears on various placements on Meta platforms like Facebook, Messenger, and Instagram. When a user clicks on the "Send Message" button, the feature automatically launches the Messenger app.

With a conversational AI solution integrated with Meta platform, customers can enter a guided experience, leave their contact details, ask their own questions, or chat with the customer service agents upon clicking on the “Send Message” button on the ad.

FWD Thailand partnered with Meta Business Partner AiChat for their “E-Cancer” ad campaign. They conducted an A/B testing for CTM ads versus the usual single image ads driving traffic to their website and found that the CTM ads generated 5.4X more quote conversion rates and 5.6X lower cost per quote.Read more: How to Setup an Effective Facebook Ad that Clicks to MessengerMicro-segmenting your target audience has become a thing of the past. Now with limited tracking capabilities and demographic data available due to iOS 14+ restrictions, brands will need to expand their reach by combining groups of audiences with similar interests. Alternatively, focus on interests with bigger audience sizes will also yield better results.

Play around with the design and copy of your ad with multiple variations; short and simple vs lengthy and informational. Make sure your text directs a user's attention where you want it and encourage engagement. Choose an image that is eye-catching and relevant. Ensure that the design follows your branding and conveys the value propositions of your product or service.

When you pair your Facebook Messenger with an AI chatbot, you can get richer customer engagement and data. AI chatbots use a conversational approach that makes your ad fits better into a customer’s buying journey. With this tool, you can understand your customers better and improve your CTM ads.

A lot of brands use chatbots to ask for preferences and direct customers to the right product or services. These chatbots can also update FAQs accordingly and collect customer profiles. Thus, you have better data to improve your CTM ads and optimise for better performance.

Keep an eye on the CTM ad - double down on what is working and pause what isn't. Consider redesigning and adding more variations to your ad to avoid ad fatigue. It’s crucial to monitor your ad performance daily for the first week and then weekly after your ads exit the learning phase to ensure that your ad budget is being used on the right target segments and delivering the intended results.Want to learn how to measure the impact of your CTM ads? Check out this article: Conversational Advertising: Measuring the impact of Click-to-Message (CTM) AdsYou can consider investing in marketing technology, such as an AI chatbot solution for a better messaging experience for your customers. AI chatbots enable businesses to take customer engagement to the next level.

Take a look at how the team at M1 handles the challenge of driving brand awareness and acquiring new customers with their CTM ad campaign. By utilising AI chatbots, prospects of M1 can click on specific messaging ads and be guided to create a personalised video message for their loved ones, all done within the Messenger chat session. They can also tag more friends to stand a chance to win vouchers and a grand prize.

As a result, the chatbot has taken a huge load off the M1 marketing team by automating a unique messaging experience among their target audience, generating more than 132,000 messages and 4.1x new user acquisition.

Connecting with customers via Messenger has become more than a nice-to-have. Rather, it's what people expect when engaging with brands online. With the technology and innovation of AI, now every B2C brand can implement the right strategy to improve Facebook ad performance: expanding their reach, increasing sales, and improving customer relationships.

Learn how AiChat Chatbot Solution can automate 91% of your service support and drive 3 times more lead conversion via chat. Maximise your CTM ads spend and performance, contact our dedicated team for a consultation today.AiChat is a leading A.

I-Powered Conversational Customer Experience platform designed to help brands automate business processes in customer service, marketing and commerce via popular social messaging apps such as Facebook Messenger, WhatsApp, Instagram and Google Business Messages etc. We are proudly trusted by Bayer, TESCO, Marina Bay Sands, MR D.

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Y, Mondelēz, Petron, Unilever and many other enterprises and SMEs across South East Asia.