Here are the key steps to set up an EU Messenger Destination ad:

1. Campaign Objective: Select the "Traffic" objective, as you cannot use the "Messages" objective in the EU/EEA affected areas.

2. Destination: Choose "Messenger" as the destination for your traffic.

3. Budget and Schedule: Set a lifetime budget and end date for your ad campaign (e.g. $350 over 1 week).

4. Audience: Create a custom audience targeting your desired location, age, interests, etc. Aim for a smaller, more targeted audience.

5. Placements: Manually select placements, removing Instagram if desired. Facebook's recommended placements are a good starting point.

6. Ad Creative: Use a single image or video ad. Craft concise, clear ad copy with a strong call-to-action.

7. Message Template: For the ad's message template, choose the "Advanced" option to use a traditional JSON code.

8. JSON Code: Obtain the JSON code from your bot platform (e.g. ManyChat) and paste it into the ad's message template. Ensure the first message is set up correctly as an opt-in.

9. Preview and Publish: Preview your ad, make any final adjustments, and then publish the campaign.

The key things to remember are using the Traffic objective, crafting a targeted audience, and properly setting up the JSON code to ensure a smooth user experience. Test and iterate to find what works best for your EU/EEA audience.

When it comes to your audience, you essentially have three main options:

1. Existing Audiences:

   • Look-alike Audiences: These are audiences that look similar to your custom audiences. They have never engaged with you before, but are likely to be similar to your warm audiences.
   • Custom Audiences: These are your warm or hot audiences - people who have engaged with you in some way, such as watching a certain amount of your video or visiting a specific landing page.

2. Cold Audiences: These are audiences you target that have never interacted with you before. They are completely cold.

The key difference between these audience types is the level of engagement and familiarity with your brand or offer.

When targeting a cold audience, it's important to consider your offer carefully. Don't expect them to sign up for a $2,000 course right away. Instead, offer something low-cost or free to get them into your funnel, then you can remarket to them later with your higher-ticket offers.

On the other hand, your custom (warm) audiences are more likely to convert on your higher-ticket offers, as they are already familiar with your brand and have shown interest.

The key is to think about your audience and offer, and make sure they align. Test different approaches to see what works best for your business.

Let's dive into the process of creating a Facebook ad for the EU/EEA affected areas.

1. Campaign Objective: For the EU/EEA regions, you'll need to select the "Traffic" campaign objective, as the "Messages" objective is not available.

2. Ad Destination: Choose "Messenger" as the destination for your ad traffic.

3. Budget and Schedule: Determine your budget, whether it's a lifetime or daily budget, and set the ad schedule accordingly.

4. Audience Targeting: You can use custom audiences, lookalike audiences, or detailed targeting to reach your desired audience. Consider targeting warm audiences or creating a funnel for cold audiences.

5. Placements: Manually select your placements, excluding Instagram, as it may not perform as well in these regions.

6. Ad Creative: Choose a single image or video ad format. Ensure your copy, headline, and call-to-action are clear and aligned with your offer.

7. Message Template: This is the crucial part. For a traditional JSON ad:

   • Leave the "Content Type" field blank, as this is the opt-in message handled by Facebook.
   • Write a concise opt-in message within the 150-character limit, avoiding personalization.
   • Publish your flow, then copy the JSON code and paste it into the ad's "Message Template" section.

Alternatively, you can use a "Visual JSON" ad format, which allows you to create a more customized opt-in experience using keywords or quick replies.

Remember, the key is to set the right expectations for your audience and ensure a smooth transition from the ad to your bot experience. Test different approaches and monitor your results to optimize your ad performance.

The first step in setting up a traditional JSON ad for the EU/EEA affected areas is to create the opt-in message. This is an important step, as the opt-in message is sent by Facebook, not your bot.

Here are the key points to keep in mind when setting up the opt-in message:

1. Content Type: Leave this field blank, as this is not a standard message in your bot flow.
2. Opt-In Message: You are limited to 150 characters for this message. Do not personalize it with the user's first name, as this is not allowed.
3. Emojis: Use emojis sparingly, as some users in the EU/EEA may see them as broken images.
4. Keep it Simple: The goal of the opt-in message is to get the user to interact, so a simple, clear message works best.

Once you have the opt-in message set up, you can move on to the next step of adding the JSON code to the ad.

Let's go through the process of creating a visual JSON ad for the EU/EEA affected areas.

1. In the Ads Manager, select the "Traffic" campaign objective, as we cannot use the "Messages" objective in these regions.

2. At the "Ad" level, choose the "Start Conversation" option instead of the "Advanced" option we used for the traditional JSON ad.

3. In the "Message Template" section, you'll see the pre-populated opt-in message from Facebook. This message is sent by Facebook, not your bot, so leave the "Content Type" field blank.

4. Write a concise opt-in message, keeping it under the 150-character limit. Avoid personalizing it with the user's name, as that is not allowed.

5. Below the opt-in message, add your quick reply options. These will be the keywords that trigger your bot's flow.

6. For each quick reply, set the "Response" to "None" since the bot payload is currently not working in the EU/EEA regions.

7. Back in the Ads Manager, delete the pre-populated JSON code and instead, paste the keyword trigger you created in your bot platform.

8. Save and publish your ad.

When a user clicks on your ad, they will see the opt-in message from Facebook. If they select one of your quick reply options, they will enter your bot flow, triggered by the keyword you set up.

Remember, the key differences between the traditional JSON ad and the visual JSON ad are the opt-in message handling and the use of quick replies instead of the bot payload. This approach helps you work within the current limitations in the EU/EEA affected areas.

Let me know if you have any other questions!

In this section, we covered the process of setting up a traditional JSON ad for the EU/EEA affected areas. Here's a summary of the key points:

1. Campaign Objective: For the EU/EEA affected areas, the campaign objective must be set to "Traffic" instead of "Messages".

2. Destination: The destination for the traffic will be Messenger, or potentially WhatsApp if that's a popular platform in your target region.

3. Audience Targeting: When targeting your audience, consider using custom audiences or lookalike audiences rather than cold targeting. Tailor your offer and messaging accordingly.

4. Ad Creative: For the ad creative, you can use a single image, video, or carousel format. Ensure your copy, headline, and call-to-action are clear and aligned.

5. JSON Code Integration: When setting up the ad, you'll need to integrate your JSON code, which can be generated from your chatbot platform (e.g., ManyChat). Pay close attention to the opt-in message requirements and limitations.

6. Alternatives: If you don't want to use the traditional JSON approach, you can explore the "Start Conversation" option, which utilizes keyword-based quick replies instead.

Remember, the landscape for messenger bots in the EU/EEA is constantly evolving, so it's important to stay up-to-date with the latest changes and best practices. Continuously test and optimize your ad campaigns to find what works best for your audience and business.