Facebook JSON Ads: 10 Hacks for Low-Cost Acquisition

Stefan van der VlagBest Practice, Guides & Resources


If you are looking to find more marketing opportunities or figure out what your customers want, Facebook JSON Ads advertising can be a great tool. Used primarily for Messenger ads that prove to be an easy way to find potential customers. But, although Facebook advertising with Messenger Ads is a fantastic (relatively new) way to expand your customer base. All while driving tons of traffic to your website. Many marketers and business owners that are already implementing these types of ads rely on standard Click-to-Messenger ads. Essentially, they use these ads to start a conversation with people and hope for the best. Although this method is somewhat effective, it isn’t efficient if you have a limited budget, and you definitely not pushing this ad feature to its limits. 

There’s actually a better, much more lucrative way to use these Click-to-Messenger Ads (CTM Ads). Use JSON code! JSON code is a type of code that you can use to send data from one platform to another. The JSON code will basically tell the chatbot what to do when someone clicks on your Ad – if they click the Send Message button, for example. It’s as simple as that! Plus, with the JSON code you get from Clepher, you basically leverage the chatbot and its Flows you’ve already built. And with it, you can provide quick and reliable responses to anyone who clicks on your Ad.

See, each card in a Flow inside Clepher contains a tab that says Click-to-Messenger Ads. Here’s where you’ll find the JSON code attached to that specific message. And it’s that string of JSON code you can use to set up your Click to Messenger Ads on Facebook (and basically connect the Ad to your chatbot, so people immediately get your Flows).

Cool, right? We thought so! In today’s blog post, you discover some tips on using Facebook Messenger Ads with JSON codes to press the costs of acquiring new customers!

Get Started with Click-to-Messenger & Facebook Ad JSON Code

Before you dive straight into the fantastic tips below, here’s a video we did in our FREE chatbot zero to chatbot hero course on how to set up a Click-to-Messenger ad with JSON Code using Ads Manager and Clepher.

See this video and other videos about Click to Messenger Ads on YouTube here.

Now, in the video, you’ve seen the part I talked about briefly at the start of the blog post. You’ve seen that the JSON code of a particular message can be found inside a tab that says Click-to-Messenger Ads. But, there’s another way to get to the JSON code you want! Plus, as a bonus, what you’re about to see next helps you understand how to string messages from separate Flows together and combine that into a JSON code. It’s called the JSON generator.

Why should you use the JSON Generator with Facebook CTM Ads?

Look, if you’ve run Facebook ads with a Messages, or Traffic, objective before, you already know that FB provides a basic template and builder. This allows you to set up and customize questions and automated one-time responses. But that’s really it. This sucks because when a person clicks one of those buttons after entering the conversation with your chatbot on Messenger, they trigger your Default Reply!

Pro Tip: Create keywords from each question you set up in the Facebook Ads manager inside Clepher. This way, you can trigger the Flows you want.

Although this “Pro Tip” gets you a bit further, it’s a duct-tape solution. I mean, what if people decide to manually ask a question instead of clicking the Quick Reply buttons (that vanish after a user replies)? It will be tough to automate, and potential customers willing to buy your products are essentially left to their own devices.

Using the JSON generator inside Clepher, you can make sure that the right Flows are triggered at the right time. Check out this video tutorial where I walk you through how to navigate the JSON Code Generator.

Easy, right?

Let’s move on to the tips section of this blog post.

Facebook Click-to-Messenger ads Hacks (with JSON code)

Here are some super simple and quick hacks, or tips if you will, for running your Click-to-Messenger Ads with JSON code to help to lower your acquisition costs and increase sales:

1. Add emojis!

Always add attention-grabbing emojis to the top of your copy. Every advertiser and their mothers use a combination of text and images. So, make your ad stand out from the rest by using emojis.

2. Add the Facebook Post Engagement Tool to Your Ad!

This is part of what we like to call the 3 Entry Point Ad Strategy (sorry for the name couldn’t think of anything sexier at the time! We use the 3 Entry Point Ad Strategy to attract 3 different types of users on Facebook we identified as followed:

  • Focus Facebook Users: The people have no time to waste; they consume your ad and directly click through to see what’s on the other side. The ones that click on your Send Message Button or the Image leading to your conversation.
  • Copy Facebook Users: The readers! They see the images but want to know more, so they start reading the copy attached to the ad. Always add a CTA like an M.me link in your copy.
  • Social Facebook Users: These are the engagers, the people reacting to your posts, sharing your posts, or are leaving savvy comments and asking questions.

So, this tip is specifically for the third group; the Social Facebook Users.

As a Clepher customer, you already know that the Post Engagement tool helps start conversations with these Social Facebook Users, right? Basically, when tying your Flow to your Facebook post/ad, anyone who comments gets a Private Reply from your chatbot! This is great because people who don’t forget to click the Send Message button will still get launched into a conversation with your company’s chatbot.

3. Add an m.me link into your ad copy.

Mentioned in the previous tip briefly, but this certainly deserves it on the spot. This is primarily for the “Copy Facebook Users.” See, when creating a Click-to-Messenger ad on Facebook, your CTA, the button on your ad, defaults to “Send Message.” But, we, sneaky as we are, discovered you have another option to getting clicks into your bot; Adding an m.me link (or multiple) to your ad copy!

What’s really cool to see is that after sharing this tip with some close friends that use Clepher daily, they all reported that traffic to their chatbot from Facebook ads containing an M.me Link increased; for some, it even more than doubled! Don’t let the word out!

4. Campaign Budget Optimization (CBO) For The Win!

If you create your ad in Facebook Ad Manager, set your budget at the campaign level instead of the ad set level. You can then create many ad variants with different ad copy and creatives to test which ads provide the highest click-through rates (CTRs). FB will then automatically optimize delivery towards the ad that’s giving you the best results. That said, if you create at least two different ads, you can monitor the results yourself. Then shut off the most expensive version if one is clearly doing better. 

5. Contain no more than 150 characters

JSON Ads can not have over 150 characters. So make sure to keep it simple and to the point, and direct attention to the buttons and quick replies you can attach to your reply… Remember, in this case, the Ad sells the click; the first reply should sell the rest of the conversation.

6. Exclude Personalization Tags & Variables

Don’t use First Name tags, Last Name tags, or any Custom Field variables you can use in Clepher in your JSON code. It simply has wonky behavior; it doesn’t work. Sometimes in the preview, it does show up, but when the actual ad is live, we always see that the personalization is not working. Don’t worry though, personalization starts working the minute after they interact with that first message.

7. Include Buttons & Quick Replies

Give people an easy way to continue the conversation. Remember, “the first reply should sell the rest of the conversation,” and clicking or tapping a button is much easier than typing to reply to a message. Choose the path of least resistance, and you’re golden.

8. Keep it Simple.

You can send up to 5 different messages tied together with the JSON generator, but why not start by keeping things simple? Just use one message that doesn’t go over 150 characters and add buttons and quick replies. This makes for a very clean and non-intrusive approach. I mean, wouldn’t you find it weird that if you were to click on an ad, you immediately have a bunch of messages from a company you’re just starting to get acquainted with? Baby steps and reward with value.

9. ABT your JSON code?

Yup, ABT! Always Be Testing. With JSON-based ads, it’s no different. Inside the Facebook Ads Manager, you have a way to test your JSON code. You do this by clicking the Send Preview button, and you’ll get the message inside your Messenger account, just like you can preview a Clepher Flow when clicking on the M.me Link. But keep in mind! Just because the preview looks fine doesn’t mean your ad will work! I.E, you can preview a JSON code ad that has over 150 characters just fine, but it may not go live.

10. Click-to-Messenger ads Copy Hack!

There are a few things to consider when you start to run Click-to-Messenger Ads on Facebook. As mentioned in tip 8, keep it simple. So, remember that your first message should be short and impulse-driven.

These can be a question like:

“Hiya! We launched the product XYZ you wanted to buy. Wanna know more?”

Then, obviously, add Buttons or Quick Replies. We constantly add 2 YES-orientated answers, like Sure!, Go ahead! And 1 NO-guilt-orientated answer: I don’t want to save money. Then, in the next part of the Flow, we usually add a short bit of text that highlights our product – at this time, you’re not limited to 150 characters anymore – and how it helps the user. At the end of the message, we add 3 buttons that provide the responses for common questions: How does it work? Prices? Book a call? Give it a try; this works wonders!

Final thoughts on Facebook Messenger JSON Ads

And that’s it! There are a few things you should keep in mind when using Facebook Messenger Ads JSON. Use all of these tips combined, and you’re now able to create a low-cost, high-converting ad for Facebook Messenger! An ad that lowers your acquisition costs without sacrificing conversion rates or customer experience.

That said, with Clepher’s JSON Tools, like the Click-to-Messenger Ads JSON code found on each card and the JSON generator, you can send people into an engaging automated chatbot flow from your Facebook and Instagram ads with ease. So, wanna give it a try?

Try Clepher RISK-FREE Today! 

Click to Messenger Ads with with Facebook Json!


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