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There was one line in this case study that caught my attention:
I don't know about you, but it's not often that I come across numbers like that.
And it's becoming increasingly difficult to make Facebook ads work for SaaS companies. So that got my attention.
C2M stands for "click-to-messenger."
Click-to-Messenger ads that automatically initiate direct customer conversations in Facebook Messenger.
Here's an example:
When clicking on the ad, users are taken directly to a Messenger conversation instead of a landing page.
While this seems like a trivial nuance, it has massive implications for ad performance.
See, when ad platforms like Facebook release new features like C2M, they incentivize advertisers to use them in order to gather data and improve performance. Which means (1) cheaper cost-per-click and (2) boosted reach.
Couple that with the fact that the novelty of a new ad experience alone can improve ad performance since Facebook users aren't yet "tired" of that particular ad experience yet.
But the most interesting part is that there's actually merit in the ability of a chatbot to generate a lead.
For most SaaS companies, the goal of a Facebook ad is to generate either (1) a signup to the product or (2) an appointment to demo the product.
C2M ads are outperforming traditional ads because after a viewer clicks an ad, the person is greeted by an automated message that would start a Messenger conversation and alert a sales support agent.
The chatbots collect lead information and an appointment is booked for the viewer. Prospective buyers get all the information necessary to make a decision. It's a scalable way for companies to spark conversations with buyers.
Instead of sending folks to a landing page where you're trying to gather an email address, C2M ads allow people to respond with their Messenger account (which still accomplishes gathering their email address).
This way, people are sent your PDF/webinar/demo immediately in Messenger rather than having to open up another tab in their browser or dig through their email.
And in marketing... lower friction = better results.
And since it's built on top of Facebook's ad platform, you can also run C2M ads on Instagram.
Delivering content or sending a link to book a demo directly within Messenger drastically increases the chance of getting a response.
If you want to learn more, check out this free guide from the team at Agorapulse: Facebook C2M →
—Corey
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