Facebook Messenger is the number one app in the world by total downloads. This means that it is something that you should include in your advertising campaigns. Facebook Messenger ads are a great way to establish a relationship with potential clients, but they need to be used correctly.
How Do Messenger Ads Work?
There are two different types of messenger ads that you can use on Facebook, and it is crucial to understand the differences between these.
Click-to-messenger ads will appear on Facebook or Instagram feeds, and the user will be sent a message when they click on these ads. These messages will usually give details of a special offer that the customer is eligible for.
Sponsored ads will only appear in messenger when the customer has previously had contact with your business page. Again, this can be details about a special offer that encourages people to visit your website.
When you are thinking about your advertising campaign, it is often an excellent choice to start with the click-to-messenger ads.
This encourages customers to begin a conversation with you, which then allows you to use sponsored ads.
How Is A Messenger Advertising Campaign Set Up?
You will need to have a Facebook business page before you can create an advertising campaign.
Once you have this, then you can use Ads Manager to create the campaign.
You will be asked to choose a marketing objective, and if you choose Messages, then Facebook will show your ads targeted to the people that are most likely to send you a message.
You will also need to choose which type of Messenger ad that you are going to use from the two options which have been discussed above.
The final stages of setting up these ads involve letting Facebook know who you want your target audience to be.
Facebook will decide where to post your ads, but you can let them know if there is anywhere that you would rather they weren’t shown.
You will also set a budget and specify how long you want the campaign to run for. Now that you understand the technical side of setting up a Messenger advertising campaign, you need to think about how you are going to make these ads stand out.
Facebook has its own best practice for creating ads and this is a good place to start. It can be adapted to suit the specific needs of your business if required.
Using a Sponsored Ad
If you are creating a sponsored ad, then you need to consider the following things:
Video is not supported yet for sponsored ads, but it is a good idea to include an image.
Personalized greetings always perform better, so make sure that you greet the recipient by their full name.
You want people to interact with your ads, and so you should respond to any messages that they send as soon as possible. You can set up auto-replies to the most commonly asked questions so that your customers get a response immediately.
You need to have a strategy in place to keep up with the momentum that your campaign creates.
Using a Click-To-Messenger Ad
There are slightly different things to think about when you are creating a click-to-messenger ad:
You should choose a call to action which you think would give the most benefit to your customers. This could be something like Contact Us or Learn More. Make it clear that clicking on the ad will direct the customer to Messenger.
A video should be used to get potential customers’ attention and show them what you have to offer.
Check how the ad looks on both Facebook and Instagram so that you can see how it looks to your customers.
Whichever way you choose to serve your ad, it is vital to make sure it stands out. With messenger ads, you are competing for space within messenger itself, and you want people to notice it among all the regular messages they get from their family and friends.
It may take a few tries to get it right, but once you find something that works, you will see those messenger ads can be a great way to advertise.