Retargeting Healthcare Chatbot Engagers With Facebook
by Anthony Y. 11/06/2020
Having a chatbot on your website to engage new website visitors increases conversion rate by giving website visitors an easier way to get answers for their immediate questions. It can simply be used as a standalone chatbot without any additional tools or integrations, but it is useful to take advantage of all the ways to maximize the usefulness of the chatbot.
See SmartBot360’s Integrations Here
Facebook Tracking And Retargeting
Chatbots usually have a way to insert custom code or to simply insert the facebook pixel ID for Facebook tracking. In SmartBot360’s case, you simply need to insert the Facebook pixel ID in the settings page and it is connected.
Assuming you do not have your pixel setup, to set it up, you go to business.facebook.com, enter your business manager or create on if you haven’t yet, then enter the “Events Manager” page.your ads manager page, click the business tools button, then events manager. This takes you to the pixel creation page where you can create your pixel if you do not have one. For SmartBot360 chatbot purposes, you simply copy the pixel ID that is provided when you create your pixel, or you can look in the settings tab.
Once you do that and save the pixel ID on the SmartBot360 platform, you will then be able to track chatbot engagers. You can then add a Facebook Pixel box to the SmartBot360 flow diagram at the position where you want the bot to track the user. Then, choose an event like “contact” or “schedule” in the Facebook Pixel box on SmartBot360. If everything is setup correctly, the pixel should now fire when users reach the step defined in the chatbot
Creating A Custom Audience
After you confirm the pixel is connected, give it a few days for users to engage with the chatbot and reach the point defined for the pixel to fire and track the engagement. Once you have about 10 or more, you can start with a small budget to retarget these people using Facebook Ads and their platform.
When you see events tracked on the pixel, you go back to the pixel page, and click the green create button on the top right and click create a custom audience. Then choose the event you defined for chatbot engagers, name it, and then confirm to create your chatbot engagers custom audience.
Creating Retargeting Ads
After creating the chatbot engagers custom audience, you then go to ads manager, create a new campaign, and add the custom audience you created in the custom audience section on the adset level, and that is all you need to retarget chatbot engagers. Or if you have trouble creating the custom audience, you can simply do it on this page as well by clicking “Create New” button located above the Custom Audience section on the adset level.
The ads you would create for this audience should be written with the knowledge that they have already visited your website and engaged with the chatbot, so the message needs to be different than one towards completely cold audiences that have never heard of your healthcare practice.
Our chatbot users see a high ROAS on their ads that retarget chatbot engagers because this audience has already engaged more with your website compared to regular website visitors, psychologically causing them to recognize your brand more.
Get more out of your chatbot and website by using Facebook ads to retarget warm and hot audiences.