How To Use Facebook Messenger Ads!

 

So, you're probably wondering,

How does this work?

There are two ways to use Facebook Messenger Ads for your business:

1. A newsfeed advert sending someone to open Facebook Messenger and start a chat. (Ad to Messenger)

2. Send a message in Facebook Messenger. (Works just like messaging friends)

Lets dig in...

A Newsfeed Advert Sending Someone to Open Facebook Messenger and Start a Chat. (Ad to Messenger)

Ad to Messenger ads appear in the newsfeed, and when clicked on, open inside of a Facebook message. 

This option is at the ad level when creating a campaign in Ads Manager or Power Editor.


It looks and feels like a normal ad, with all the normal options for images, videos and text.

A few things to note about Ad to Messenger ads…

  1. You can target anyone via interests, behaviors, custom audiences and all the other good stuff.

  2. Its available in the newsfeed both on desktop and mobile.

  3. You can use the objective “page post engagement” or “send people to a destination on or off Facebook”.

There are two ways to use this:

1. Retargeting

Is there a place where your customers get stuck or back off on their journey?

Use this ad to give people an quick and painless option to get in touch when they need it. Help them!

You can use Messenger ads to retarget people who visit your sales pages but don’t do what you wanted them to do. People are busy, some saw your stuff while on the toilet, in queues, with their kids around, the reasons are endless. Giving them a reminder isn't a problem...

There’s always a reason why people don’t buy. Giving people an easy option to ask questions and become more confident is an great opportunity. For example, sometimes a potential customer just wants to ask one simple question that stops them from buying.

When questions get answered, most people are then ready to buy. The entire conversation can happen via Facebook Messenger.

2. Cold traffic

We can run Ad to Messenger ads to cold traffic (people who don't know us yet). 

This can be used to create a prescence and get new customers BUT you have to do this properly.

The ad must transition into an ideal conversation and be relevant. IF you do, you're flying!

Imagine you own a web design company that provides a few products like websites, graphic design, emails, logos, copy...

You create an ad and target your local area with this... “If you could change one thing with your website, what would it be?”. People respond with “new logo” or “new website.” You now know their main problem and can use that in your conversation, then you should have a good chance to make a sale.

Start with retargeting if you are new to this and use the cold traffic option to scale up later.

Send a message in Facebook Messenger. (Works just like messaging friends)

It’s the same as getting a Facebook message from a friend, it just comes from a company instead.

This option is at the ad level when creating a campaign in Ads Manager or Power Editor.

When creating a message, you can include links, images and all the good stuff.

A few things to remember…

  1. You can ONLY send to people who have messaged your page before.
  2. You can use the objective “page post engagement” or “send people to a destination on or off Facebook”.

  3. Facebook charges by impressions. You're charged whether the user opens the message or not unless you use a clever bot, using something like ManyChat.

Let me know how you get on. More on ManyChat in another post.

Sincerely,

Scott Purdie

P.S.

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Scott Purdief, marketing, messenger