With Inrō, you can trigger a DM Automation Scenario when someone replies to your Ad on Instagram.
With this feature, you can collect more leads from your ads and automate a DM conversion funnel to increase your conversion rates.
It's also a great way to build a list of leads to contact later with a DM campaign.
1. Create an Instagram Ad with a Message CTA
When you create your Instagram Ad in the Meta Ads Manager, you must select the Engagement objective.
Then select Manual engagement campaign
2. Set up your Instagram Ad
Set up your ad as follows:
Conversion location: Message destinations
This sets up your ad so people send you a DM when they click on it.
Message destinations: Instagram
Select your Instagram account here
Performance goal: Maximise number of conversations
This will show your ad to the people most likely to send you a DM.
You can then set up your Instagram Ad you normally do but you need to define a Message template for the Automation to work.
In the Message template, you must write one or more questions that your leads will click on to send you a DM. You will use these questions to trigger your Automation Scenario. In most cases, it's better to have only one reply.
⚠️ Do not set up Automated responses in the Meta Ads Manager as they might interfere with your Automation Scenario.
This is what your leads will see when clicking on your ad.
3. Create your Automation Scenario
Once your Instagram Ad is created and ready to be launched, you can create your Conversion Funnel scenario in Inrō.
In the Automation page, create a Scenario from scratch and select the Someone replies to your ad trigger.
You can identify your Instagram Ad in 2 ways.
A. Identify ad with questions
This is the most simple way. Just copy and paste the Questions you set up in the Meta Ads Manager in the keywords of your ad.
You can copy the whole question or just part of it as a keyword. Keyword detection ignores case so don't worry about using upper or lower case.
Using this approach, you can also create 2 separate scenarios for the same ad, depending on the question selected by your lead.
⚠️ If your Instagram leads do not select one of your pre-filled Questions but decide to write their own message, it's possible that they will not trigger the Scenario.
If you want to cover this case, use the approach below, specifying an Ad ID.
B. Identify ad with ID
You can also enter the specific ID of your Instagram Ad to trigger your scenario, regardless of the question or message that leads send you.
This is useful if you expect many leads writing their own question instead of clicking on one of the pre-filled ones.
You can find your Ad ID in the Meta Ads Manager once your ad has been created and saved. It should look like the image below.
⚠️ Using this approach will trigger the scenario every time someone replies to your ad, whatever they write. If you want to trigger a different scenario based on the reply, use the approach above, specifying Questions.
4. Handle edge cases
Some people will engage with your ad without clicking on the Send a message button
A. Reply to story ads
People might to the story instead of clicking on the Send message button.
To handle this, add a Story reply trigger to your scenario with a keyword.
B. Sharing post ads
People sometimes click on the Share button and send you the post instead of clicking on the Send message button.
To handle this, ask for a specific keyword and add a trigger on Incoming DMs.
5. Design and start your scenarios
Now that your scenario trigger is set up, you can design a series of messages and follow ups to conversion your ad lead into a customer!
Thank you for using Inrō!