February 21, 2019 Ana Cristina

The Beginner’s Guide to Facebook Messenger Ads

Want to get personal with over 1.3 billion people? Include Facebook Messenger in your marketing strategy. 

According to Facebook, 1.3 billion people use Messenger every month. It’s the perfect way to start conversations with leads about your business and build confidence in your brand. As Facebook says, “messaging inspires trust.”  

Today’s consumers expect a highly personalized experience when they interact with brands, making tools like Messenger a marketing must.

So, how can Messenger help you and your business?

1. Simplify customer acquisition

A direct conversation between your potential customers and your business simplifies customer acquisition.

2. Simplify transactions

Building a presence on Messenger allows potential customers to purchase your products and services directly in the conversation.

3. Nurture customers and leads

Messenger provides an accessible place for faster response to your customer’s questions, and the conversation history remains in the platform- providing an opportunity for re-engagement.

Now, let’s dig deeper into Messenger Ads.

What are Facebook Messenger Ads?

Running ads in Messenger is the easiest way to take advantage of the feature’s global reach.

Messenger Ads allows potential customers who see your ads to start instant conversations with your business- and YOU- making them ideal for competitive industries such as eCommerce.

There are three types of Facebook Messenger ads:

  1. Messenger ads
  2. Click-to-Messenger ads
  3. Sponsored messages

How do they work?

Messenger Ads

FB Messenger ads appear directly within a user’s Messenger app. When people click on an ad, they’ll be sent to the destination you choose when you are creating your campaign- whether is your website, landing page, app or a conversation with your business on Messenger.

People can see these ads on their Messenger Inbox or on their Messenger Stories.

  • Messenger Inbox:

To create ads in Messenger Inbox, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose an objective for your campaign. The objectives that support “Messenger Inbox” placement are Reach, Brand Awareness, Traffic, App Installs, Conversions, Catalog Sales, Messages. If you selected the objective app install, reach, brand awareness or catalog sales, you can skip to step #4.

3. Complete the “Traffic” section if you selected Traffic, Conversion or Messages objective and choose where you would like to drive traffic- whether to a website URL, your app, the Messenger app or WhatsApp.

Facebook Messenger Ad

4. Select Automatic Placements or Edit Placements if desired, selecting the option Messenger – Inbox.

Facebook Messenger Ad

5. Edit your Audience, Budget & Schedule, and click Continue.

6. Select the Facebook Page and Instagram Profile (optional) you would like to promote.

7. Select your ad format and finish editing your Ad.

8. Click Confirm to publish your campaign.

  • Messenger Stories:

To create ads in Messenger Stories, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose an objective for your campaign. The objectives that support “Messenger Stories” are App Installs and Conversions.

3. Complete the “Traffic” section and choose where you would like to drive traffic- whether it is to a website URL or your app.

4. Select Automatic Placements or Edit Placements if desired, selecting the option Messenger – Stories.

Facebook Messenger Ad

5. Edit your Audience, Budget & Schedule, and click Continue.

6. Select the Facebook Page and Instagram Profile (optional) you would like to promote.

7. Choose Single Image or Single Video as the ad format and finish editing your Ad.

8. Click Confirm to publish your campaign.

Click-to-Messenger ads

These ads appear on Facebook, Instagram, or Messenger and send people into a Messenger conversation with your business.

To create click-to-Messenger ads, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose an objective for your campaign. The objectives that support these ads are Messages and Conversions.

3. If your select Messages as your objective, in the Message Destination section, select Messenger and then Click to Messenger.

Facebook Messenger Ad

If you select Conversions as your objective, in the Conversion section, select Messenger.

Facebook Messenger Ad

4. Edit your Audience, Placements, Budget & Schedule, and click Continue. 

5. Select the Facebook Page and Instagram Profile (optional) you would like to promote.

6. Select your ad format and finish editing your Ad.

7. Select Messenger Setup. In the section you are able to edit the content that will be seen by people in Messenger after they click on your ad. There are two ways to set up your message:

  • Standard Template: A default template with prefilled content. You can review and edit the content.
  • Custom Template: An editable build-your-own template that lets you add images, videos, buttons and more to your welcome experience. Custom templates can be saved and reused for future campaigns.

Facebook Messenger Ad

8. Click Confirm to publish your campaign.

Sponsored messages

Sponsored messages are targeted promotions that you can send directly to people who have already interacted with your business before in Messenger.

When using these type of ads, it is recommended to be active and responsive to follow-up conversations.

To create sponsored messages, follow these steps:

1. Go to Ads Manager and click on +Create.

2. Choose the Messages objective for your campaign.

3. In the Message Destination section, select Messenger and then Sponsored Messages.

Facebook Messenger Ad

4. Edit your Audience, Placements, Budget & Schedule, and click Continue.

5. In the Message Setup section, select the format Text Only or Text & Image. Then, type your message and upload an image if you selected Text & Image option.

Facebook Messenger Ad

6. In the Customer Actions section, you can add quick replies or buttons to your message.

Facebook Messenger Ad

7. Click Confirm to publish your campaign.

 

Conclusion:

In today’s marketing, making conversations with your potential customers should be part of every marketing strategy.

Facebook Messenger allows you to give your customers a better brand experience, cutting response time and creating personalized conversations. And don’t forget, once you have initiated the conversation, you have access to their inbox to send them messages for the rest of time.

Are you ready to advertise with Messenger? If you’re unsure of how to best utilize this new marketing tool, we’re here for you. Advertising on Facebook Ads can be time-consuming and expensive without the right strategy- that’s where we come in. Get in touch with us and let us build a new Messenger advertising strategy tailored just for your business.

 

 

Sources:

https://www.facebook.com/business/marketing/messenger

https://www.facebook.com/business/ads/messenger-ads

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