Since its launch in 2016, Facebook Messenger marketing has become an increasingly popular way for businesses to reach their target audiences. And there are a few good reasons why...
Facebook Messenger ads are convenient. They allow people to quickly get in touch with you.
Facebook Messenger ads have a high open rate. Most people dislike having a notification in their message box on Facebook, it's like having an unread SMS, and this leads to a high open rate for messenger marketing.
Facebook Messenger ads are interactive. People can click on your ad to start a conversation with you, which allows you to build relationships with potential and current customers.
What Are Facebook Messenger Ads?
Facebook Messenger ads are ads that businesses can use to reach out to potential customers through the Messenger app, Instagram Direct, and WhatsApp.
Unlike traditional Facebook ads that appear in the Facebook News Feed or on the right-hand side of the screen, a Facebook Messenger Ad appears as a message from a business in your inbox.
When you click on the message, it will open up a conversation with the business.
Facebook Messenger Ads are ads that appear in the Messenger app. They can be divided into two types Sponsored Messages or click-to-Messenger Ads.
Sponsored Messages are messages that you send to people who have already had a conversation with your business on Messenger.
Click-to-Messenger Ads are ads that people see in their News Feeds. When they click on the ad, they'll be taken to a Messenger conversation with your business.
There are a few things to keep in mind when developing your messenger strategy:
Make sure you are providing relevant content to your audience.
Keep your message short and to the point.
Use images and videos to grab attention and make your ad more engaging.
Include a call to action that encourages people to start a conversation with you.
Test different messages and strategies to see what works best for your business.
8 Steps For How To Set Up Facebook Messenger Ads
1. To set up your Facebook Messenger ads, you will need to access your ads manager.
2. Create a new Facebook ad campaign.
When creating your Facebook ad, Facebook has six campaign objectives you can choose from
3. Select messaging apps or Messenger ads as your conversion location within your ad set.
If you want to run ads on Facebook's messaging apps you will need to use the sales and engagement campaign objective, listed above.
You can also use the traffic or lead campaign objectives to generate leads and drive traffic for your Messenger ads conversion location.
4. Choose between "Send Message" and normal CTA.
When creating your Facebook ad. You can use the default, "Send Message" or choose from the drop-down options provided to you.
5. Set up your message template.
Keep your messaging simple, easy, and relevant to your ad copy and offer.
6. The rest is easy, set up your target audience as normal.
7. Write your ad copy, design your ad creative, and choose your Facebook page (Always important, even more so for Messenger ads).
8. Publish your ad.
Facebook Chatbot: Use Automated Messenger Bots To Respond To Incoming Messages
Facebook Messenger chatbots can make it easier to use Facebook Messenger ads to scale your business and have additional features that the Facebook messenger template does not have.
If you're looking to set up an automated Messenger bot for your ads, here are a few easy steps you can follow to get started.
1. Set up your bot. Once you've chosen your messaging platform, you'll need to set up your bot. This can be done using a service like Chatfuel or Manychat.
2. Connect your bot to your ads. Once your bot is all set up, you'll need to connect it to your ads. You can do this by adding a "Send Message" button to your ads and customizing the message template.
4. Write your bot's script. Once your bot is connected to your ads, you'll need to write a script for it. This script will include the messages, landing page, and other personalized messages you wish to include within your customer journey.
5. Test your Facebook Messenger bot. Once you've written your bot's script, you'll need to test it to make sure it works. You can do this by sending test messages to your bot and seeing how it responds.
How To Create A Facebook Messenger Audience
As you are creating your target audience for your Facebook Messenger ad, you need to create a Messenger audience. A Messenger audience is a group of people who you want to target with your ad.
There are a few different ways that you can create a Messenger audience:
You can upload a list of contact information (like phone numbers or email addresses) that you already have.
You can create a custom audience of people who have already interacted with your business on Messenger. Essential, if you are looking to re-engage potential customers with a sponsored message.
You can also create a lookalike audience of people who are similar to your current customers.
To create a Messenger audience:
1. Go to your Facebook Ads Manager and click on "Audiences."
2. Click on the "Create Audience" drop-down menu and select "Messenger."
3. Choose how you want to create your audience and follow the instructions.
Once you've created your Messenger audience, add it to your ad set as the target audience.
To learn more about how to create custom audiences read our blog post on this.
Facebook Messenger Marketing Strategy
Here are 3 ideas to get you started with your Facebook Messenger ads.
Click To Messenger Giveaway
Use click-to-messenger ads to drive new visitors to enter a giveaway.
Take advantage of the Facebook Messenger ad's ability to start conversations with qualified leads and direct people to sign up for your giveaway, using an automated bot or Facebook's native Messenger template.
Re-Engage Potential customers
Facebook Messenger ads can be used to reach customers who have dropped off and stopped engaging with your brand.
We can use sponsored messages to run Facebook Messenger ads targeting anyone who has conversed with us using the Messenger app.
Holiday Promotion
With the holidays fast approaching re-engaging or finding new customers is essential for growing any business.
Facebook Messenger ads are an excellent way to reach your target audience, especially if you don't see your competitors doing the same.
If you need help setting up a 3rd party tool for Facebook Messenger ads, need more ideas, or help to craft a strategy for your Facebook ads feel free to book a call below.
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