Messenger style apps have quickly become the most popular among millennials. And with Facebook giving so much of their attention to the Facebook Messenger app (and with the app reporting over 1.2 billion daily users) it’s no surprise that they’ve been providing us with some serious advertising opportunities across it.
We’ve seen pretty big changes in Facebook Messenger this year. From ads within messages, to users’ ability to message business directly from their ads. And, don’t forget the various business bots now available within Messenger. Since there have been so many updates, we figured, why not take the time to do a little recap of all the new options Facebook Messenger has thrown our way this year. And, how your business can be utilizing all of them.
Facebook Messenger Ads
So, earlier this year, Facebook started giving you the option to place ads in messages. Facebook Messenger now appears as a placement when you create your campaign in Ads Manager or Power Editor. When choosing this placement, you create a message to send users, including links and images, and it appears the same as a message from a friend would. Basically, mimicking the experience users have with each other, making your business more personable.
The trick here: you can only target users who have messaged your page before. And, FB charges you whether the end user opens the message or not. But, businesses who have been taking this ad placement for a spin have seen a much higher open rate than they do from their email campaigns.
You can also now use Facebook Messenger as a Destination. Your ads still appear in the News Feed. But, now when users click your ads, rather than being redirected to a URL, a Facebook message opens instead with more information. Which helps users bridge the gap between decision and action by providing one more touch point with your business.
You can target anyone when selecting this option. And, you can retarget users, right there in their Facebook Messages.
New Placement / Formats for Messenger Ads
Facebook has expanded the placement options for Messenger ads to help brands reach more potential customers. Some new placements include:
- Messenger Home Screen – Ads can now appear on the main Home tab in the Messenger app, before recent conversations. This placement catches people when they first open Messenger.
- Messenger Inbox – Inbox ads appear amidst conversations in the Messages tab. They stand out in the inbox and can spark interest.
- Messenger Story Ads – Story ads appear between users’ story posts. Combining with Facebook or Instagram feeds expands reach.
- Message Composer – Ads can now show up as users type out messages to friends. Increased visibility when messaging.
Measurement and Optimization of Messenger Ads
Facebook provides robust analytics to track Messenger ad performance. Metrics like reach, clicks, impressions, CTR and conversions help optimize efforts. New conversion optimization tools allow setting up specific events to track how ads convert users down the funnel. Track sign-ups, purchases, or any goal. Compare different versions of ad creative and messaging with A/B testing. Determine what resonates most with your audience.
Messenger for Customer Service and Sales
Many brands use Messenger for handling customer service and sales inquiries. Messenger ads and organic messaging can work together:
- Retarget customers who have previously messaged your page with special offers or promotions.
- Identify qualified leads from Messenger conversations and send them targeted ads.
Steps:
Set Up Messenger Ads:
- Create a Messenger ad campaign in Facebook Ads Manager.
- Choose the objective that aligns with your goal, such as “Messages.”
- Customize your ad creative and messaging.
Create a Custom Audience:
- Build a custom audience that includes users who have previously messaged your page.
- In Facebook Ads Manager, go to Audiences and create a custom audience based on engagement with your Messenger.
Design Special Offers
- Develop special offers or promotions specifically for the retargeted audience.
- Craft compelling messages to entice users to engage with your Messenger.
Launch and Monitor:
- Launch your ad campaign and monitor its performance.
- Adjust ad targeting and content based on insights and engagement metrics.
https://www.facebook.com/business/help/282701548912119?id=649869995454285
https://www.facebook.com/business/help/744354708981227?id=2469097953376494
Identify Qualified Leads and Send Targeted Ads:
Steps:
Implement Messenger Bots:
- Create Messenger bots using tools like Facebook Messenger API or third-party platforms.
- Design conversation flows to engage users and gather relevant information.
Qualify Leads:
- Use the Messenger bots to ask qualifying questions to identify potential leads.
- Set up criteria to determine qualified leads based on user responses.
Integrate with Ads Manager:
- Connect your Messenger bot with Facebook Ads Manager.
- Use collected data to create custom audiences or target specific segments.
Send Targeted Ads:
- Create ad campaigns targeting the qualified leads identified through Messenger interactions.
- Personalize ad content based on the information gathered.
https://developers.facebook.com/docs/messenger-platform/
https://developers.facebook.com/docs/marketing-apis/
Use Messenger bots to qualify leads with initial questions before human takeover.
Steps:
Set Up Messenger Bots:
- Create Messenger bots using the Messenger API or a third-party bot platform.
- Define the purpose and flow of the bot, including qualifying questions.
Integrate with CRM or Sales Tools:
- Connect your Messenger bot with Customer Relationship Management (CRM) tools or sales platforms.
- Ensure seamless data transfer between Messenger and your sales systems.
Define Qualification Criteria:
- Determine the criteria that classify a lead as qualified based on bot interactions.
- Implement logic to identify and categorize leads effectively.
Enable Human Takeover:
- Allow for a smooth transition from bot interactions to human agents when necessary.
- Implement a mechanism for human takeover during critical stages of the conversation.
https://developers.facebook.com/docs/messenger-platform/
https://www.facebook.com/business/help/1588743581429919?id=735435806665862
Combining ads and organic messaging provides a seamless experience. Meet customers where they already are – on Messenger!
Best Practices for Messenger Ads
Here are some top tips for creating effective Messenger ad campaigns:
- Test different formats – sponsored messages, click-to-Messenger, inbox ads etc. See what performs best.
- Personalize messages with names, emojis, GIFs. Mimic natural conversations.
- Use compelling visuals and copy – capture attention fast in the small ad space.
- Send welcome messages when users first engage to provide value upfront.
- Funnel users into Messenger for a more personalized buying experience.
- Follow-up with automated messages to keep conversations going.
- Provide value, don’t make it solely promotional. Build relationships.
Choosing the Right Messenger Ad Objectives
Selecting the right campaign objective is crucial for Messenger ads to achieve your goals. Some top objectives include:
- Traffic – Best for driving visits to your website or increasing conversions. Ideal if you want people to click from Messenger to a landing page.
- Engagement – Great for boosting interactions and conversations. Use for messaging that needs more back-and-forth.
- Messages – This directly optimizes for driving conversations via Messenger. Perfect if messaging is the end goal.
- Conversions – Ideal if you want conversions within Messenger itself like purchases through bots or lead gen sign-ups.
Set specific objectives based on where you want customers to end up – your website, in extended conversations, or converting within Messenger.
Integrating Messenger Ads into Your Marketing Funnel
Incorporate Messenger ads throughout your marketing funnel:
- Awareness Stage – Drive interest with click-to-Messenger ads leading to engaging bot conversations. Capture leads.
- Consideration Stage – Send educational content or FAQs to aid decision making. Use promo codes to incentivize.
- Decision Stage – Insert Messenger ads with limited-time offers. Urgency prompts purchases.
- Retention Stage – Retarget existing customers with personalized offers and VIP access.
Map Messenger ad placement and objectives to each funnel stage. Ensure messaging syncs with other campaigns. A unified cross-channel strategy makes Messenger ads more effective.
Messenger apps are so popular today because millennials like to keep in touch. And these new Facebook updates make it easier for users to get in touch and stay in touch with your business, so get familiar.
Frequently Asked Questions
Messenger ads are ideal for service-based businesses, ecommerce companies, apps, and any brand that wants to drive conversions or sales through messaging. They work well for developing personalized customer relationships.
Messenger ads allow for direct communication and foster more intimate connections with customers in a private environment. The click-to-Messenger ads drive conversations, while Messenger placements like inbox ads catch attention in the app itself.
Use the analytics and reporting in Facebook Ads Manager to track metrics like reach, engagement rate, clicks, impressions, conversions, and cost per result. Optimize towards your campaign objectives.
Yes, Facebook Messenger bots are perfect for automating conversations at scale. Bots can qualify leads, answer FAQs, send promotions, accept payments and more. Combine bots with human takeover for complex issues.
Start with click-to-Messenger ads from your Facebook feeds. Try sponsored messages to re-engage past customers. Inbox ads are great for brand awareness. Experiment to see which format best meets your goals.
Use standard Facebook ad targeting tools to reach your ideal audience based on demographics, interests, behaviors and more. Retargeting helps drive conversions from high-intent users.
