Facebook just rolled out Messenger Ads globally
After successfully testing Messenger ads in Australia and Thailand, the company has rolled out ads in its Messenger platform globally. It is a new attempt to monetize the product, allowing companies to reach their customer base on one of the most popular apps of the moment, with 1.2B monthly users.
These are good news for marketers. After this decision, Whatsapp will be the only one of Facebook's four platforms -namely Facebook itself, Instagram, Messenger and Whatsapp- without adverts.
What do Messenger Ads look like?
Messenger Ads won't be appearing in chat conversations, which would be far too annoying from a user's point of view. Instead, they'll appear on the home tab of the app. They look like single-image Facebook ads, with two types of CTA buttons to choose: One sends people to a landing page, the other opens a Messenger conversation with your company.
How do I create one?
Advertisers can buy this new type of ad on Facebook's Ads Manager, as usual, alongside News Feed and Instagram ads. In fact, Messenger ads are a new standard. It will be chosen as a default location for your ads unless you specify you don't wish you appear there.
Send clients to a landing page with Messenger Ads
As we just mentioned, ads on Messenger allow you to set two types of CTAs. One of them will send people to a landing page of your choice.
The best option is to send them to pages with focused and limited content, for specific products, services or special deals you want to promote. After all, people are on Messenger to talk to their friends, not to do research on your company's catalogue.
If your product looks interesting, sure, they'll click, but the next steps should be fast. Don't make them think too much, or you will lose them the moment a friend sends them a new message. Keep in mind that your ad is likely competing for attention on a small device, where people don't have it so easy to keep track of their "open tabs".
In some cases, when customers may need a moment to think about your offer, the best idea might be to inform them very quickly about the product or service and then ask for their email address. Typing an email address is not very time-consuming, they'll get back to whatever they were doing and you'll be able to send them further information to their inbox. They can pay attention to your message later, whenever they're not busy chatting with their loved ones.
Start conversations with click-to-chat Messenger Ads
The second type of CTA available is more of a novelty. People can start a conversation with your company directly on Messenger by clicking the button on the ad.
The first and most positive aspect of this is that they don't need to leave the platform. You're not sending them away to their browser, they can easily keep chatting with other people and with you. You have a direct way to contact the person. Even if they get distracted and start doing something else, they'll receive a notification when you send a message back to them.
In other words: The chances to lose their attention are fewer.
Don't have time to take care of conversations? Ask us about Ebba.ai, a customer support chatbot that adjusts to your business' needs and automates your Messenger.
Try click-to-Messenger on other types of Facebook ads
Messenger ads aren't the only ones which can feature the "Clik-to-Messenger" button. It is also possible to start conversations with customers by adding that CTA on Facebook and Instagram ads. True, users won't stay on the same platform all the time, as it would be the case with Messenger ads, but it's still a way to start a conversation.
Keep in mind that, although you can set a greeting message to say hello after the click on the ad, the conversation won't start until the other person sends you a message. That's why the number of clicks will be higher than the number of conversations.
Send sponsored messages
Once you have started a conversation with a Messenger user, you can re-engage that existing conversation by sending a sponsored message. These messages only target people who have previously reached you via Messenger. It doesn't matter how they did it; through an ad, using a Messenger code, spontaneously... but the conversation has to exist.
To create a sponsored message, enter the Ads Manager or the Power Editor and create a new ad. Choose the "Conversions" objective, "Custom Audience" and select "People who interacted with my page". Then, set Messenger as your ad's placement.
These ads won't let you set a carousel of images, so select "Single Image". The rest of the ad is the same as usual. Place your order once you have your landing page and your CTA, and your sponsored message will be sent.
This kind of ad can be a little intrusive, so use it with caution.
Learn to optimize your page's Messenger platform
Be sure to check the Messenger page and blog regularly to learn about new updates and inspiring success stories. You'll also find tools and resources for developers.
Did you know you can send rich media content via Messenger? How much do you know about businesses using Messenger chatbots? Do you know what Chat Extensions are?
You can learn about existing features and upcoming or beta ones, such as the checkout flows. That's right, the idea is to allow people to pay directly from Messenger.
Messenger is not just a secondary tab on your Facebook Page anymore. Marketers should see it as its own independent platform, as an increasingly complex and powerful tool.
Here is some general information about the Messenger platform that you should know:
You can use the same targeting options on Messenger ads as on Facebook ads, based on interests, activities, and demographic information.
As a note, Messenger informs that it won't use conversation data to create ad audiences.
You can get tracking information of click-to-Messenger ads by going to the Ads Manager, selecting "Customize Columns" in the Ads Manager report, and then choosing:
- "Replies on Messenger": This is the aggregate number of messages your bot receives after your ad has been viewed / clicked.
- "Link Clicks": The aggregate number of clicks your ad receives.
The tracking tools for sponsored messages are still rolling out gradually, though. They may not be available to you (yet). You may be able to see the information either on Power Editor's home or your Page (in Insights > Messages).