Facebook Messenger Ads: How The Pros Get Results in 2022
Why use Facebook Messenger ads? These days, increasingly people are using private messaging on social media than overly before. And since Facebook combined its messaging backend with Instagram, Messenger ads have never been increasingly relevant.
Facebook Messenger has 1 billion zippy users – the same as TikTok.
Messenger is an ultra-personal way to connect directly and privately. Essentially letting businesses treat customers like friends.
It’s an streamlined way to wordplay FAQs and develop consumer loyalty. This intimate interaction can lead to an above-average conversion rate.
So whether you want to hedge your bets on the future of social, or you’re interested in the dozens of different ways you can use messaging apps to reach your regulars right now, we’re here to show you how to use Facebook Messenger ads to converse.
And convert.
What are Facebook Messenger Ads?
Facebook Messenger ads either start instant-message conversations with individuals or towards within the Messenger app.
Your options for Facebook Messenger ads include:
- Click to Messenger ads: Your standard Facebook ad includes a call-to-action button, and you can set it to “Send Message” to start a conversation between the trademark and the consumer.
- Sponsored messages: Are you once mellifluous with customers on Messenger? Sponsored messages let you retarget current customers and send them promotions on Messenger.
- Messenger Stories ads: These ads towards within the Messenger app between organic stories. If you select this type of ad, you’ll moreover need to select Facebook Feeds or Instagram Stories to enable Messenger Stories ads.
- Messenger inbox ads: Inbox ads towards in the yack tab within the Messenger app.
Due to data privacy laws, some Messenger ads aren’t misogynist for unrepealable countries. These include:
- Messenger Inbox ads aren’t misogynist to people in the U.S., Canada, Australia, and France
- Sponsored Messages aren’t misogynist to and from Europe and Japan
Regardless of which ad you choose, you’ll want to set up a responsive yack team to respond to messages. Ghosting a potential customer? Not a unconfined look.
Check out our complete guide to Facebook Messenger Bots, if you need a little uneaten help in the auto-customer service department.
Of course, surpassing you swoop into Facebook Messenger ads, you should review your brand’s Facebook ad strategy holistically.
There are a lot of ways to spend your money over there – make sure you’re getting the most zinger for your buck.
How to set up Facebook Messenger ads
Step 1. Select your wayfarers objective and click continue
Campaign objectives are wrenched lanugo into three categories with various objectives; awareness, consideration, and conversion.
However, Meta is slowly introducing 6 new simplified wayfarers objectives for Ads Manager.
You may see the older or newer version, but we’ll go over the category names for both.
If you wish to create a Messenger Inbox wayfarers (meaning the ad will towards in between conversations in the inbox), then you have the pursuit options:
| Previous Meta Ads Objective Name | Current Meta Ads Objective Name | Ad Format Types Available |
|---|---|---|
| Traffic | Traffic | Image and carousel |
| App installs | App promotion | Image and carousel |
| Messages | Engagement | Image and carousel |
| Conversions | Sales | Image and carousel |
| Catalog sales | Sales | Image and carousel |
You could moreover put ads on Messenger Stories, and they will towards between organic stories.
If you segregate this option, you have a few increasingly objective choices:
| Previous Meta Ads Objective Name | Current Meta Ads Objective Name | Ad Format Types Available |
|---|---|---|
| Brand awareness | Awareness | Image and video |
| Reach | Awareness | Image and video |
| Traffic | Traffic | Image and video |
| App installs | App promotion | Image and video |
| Video views | Engagement | Video |
| Conversions | Sales | Image and video |
Many social media managers may want to re-engage with customers who have reached out on Facebook Messenger.
Sponsored messages are what you need to send offers, promotions, and updates directly to customers. You’ll want to segregate Engagement as your objective.
Finally, if you’re looking to create an ad with a “Click to Messenger” call-to-action, then you can select traffic, engagement, or sales as your objective.
Step 2: Name your wayfarers and select optional ad features
Before proceeding any further, you can add a wayfarers name.
You’ll moreover need to make decisions well-nigh how to run your ad. You may decide to conduct an A/B test to see which ad impacts your regulars more.
Or maybe you’ll select to distribute your upkeep wideness ad sets. The nomination is yours.
If you are running ads related to special categories (like credit, employment, housing, or social issues), then you need to declare it here since requirements vary by country.
Step 3. Segregate the conversion location
You’ll be prompted to pick where customers are directed to if they click on your ad. You have 5 options:
- Website
- App
- Messenger
- Calls
Depending on your wayfarers objective, you may want to segregate for people to message you to learn more.
Other managers may want to uncontrived potential customers to a landing page for the company’s website or app. Highly-targeted audiences may want to call.
Step 4. Edit your budget, schedule, and audience
How much will you spend? How long should the wayfarers run? And who should see it? The answers to these questions can be found in your social media strategy.
Step 5. Segregate Advantage or transmission placements
Choose a placement that meets your goals. Advantage placements will segregate multiple placements based on where it thinks it will perform best.
If you only want to focus on one placement, then you’ll need to segregate transmission placements.
For example, maybe you’re looking to set up an ad you only want to towards in the Messenger Inbox.
You’ll need to select “Manual placements” and then segregate the relevant ad placement – in this case, Messenger Inbox.
Step 6. Select optimization and delivery
You’ll need to segregate an optimization for ad delivery. This ways Facebook will target people based on your chosen wayfarers goal. You have 3 options:
- Link clicks
- Impressions
- Daily unique reach
You can moreover set a cost-per-result goal that you’re willing to spend. Otherwise, Facebook will focus on spending your unshortened upkeep to reach the most results.
Step 7. Add your creative
Depending on your specific ad type, this step will vary. You’ll be uploading or selecting images and videos to include in your ad.
Don’t forget a compelling unravelment to pique interest!
Facebook ad sizes can vary, so we gathered all ad specs in one place here.
If you need help crafting the perfect ad, check out our guide to social media razzmatazz here.
Step 8. Hit publish
Your wayfarers is good to go! You can trammels when on the Ad Creation manager at any time to pause, tweak, cancel, or proffer your campaign. You can moreover view analytics to see your ad’s effectiveness.
For a increasingly specific step-by-step guide to any of these ad formats, trammels out the official Facebook FAQs for Sponsored Messages, Click to Messenger ads, Messenger Stories ads, or Messenger Inbox ads.
7 constructive Facebook Messenger ads to inspire you
You’re probably amped up and ready to start talking with your customers! Surpassing you swoop into that Ad Manager, soak up some inspiration from brands who are using this format in savvy, innovative ways.
D AF
D AF, a Taiwanese shoe retailer, created a sleek streamlined Messenger experience.
It built a chatbot capable of answering questions, sending promotional offers, and making sales.
But users received increasingly than text-based messages – photos and videos were part of the messaging experience.
But D AF wanted customers to view Messenger as increasingly than just a place for consumer service and view it as a commerce channel.
It created an ad wayfarers with compelling visuals and lulu discounts. With a “Send Message” call-to-action, customers were directed to Messenger to well-constructed the transaction.
They never had to leave Facebook to buy a product.
DMCI Homes
DMCI Homes, a real manor developer, was looking to reach people who were interested in ownership a condo or investing in real estate.
Since its target regulars commonly used Messenger, it decided to use ads that linked to Messenger.
Once someone clicked on the ad, they were directed to Messenger where they could ask questions well-nigh ownership a condo.
An streamlined chatbot helped them and made it easier to determine who were qualified leads.
The developer’s A/B testing showed that Messenger paired with a chatbot led to 25% increasingly qualified leads at a 91% lower forfeit per click. Now that’s progress!
Tiki
Tiki, a Vietnamese eCommerce platform, sponsored a Facebook-first online reality show, “The Next Face Vietnam”.
Tiki promoted the show on its Facebook page and plane shared ads for it. But how was Messenger incorporated?
Well, while the show was airing, Tiki gave self-ruling vouchers to people who were commenting with branded hashtags on the Livestream.
The branded hashtags would trigger Messenger to unshut and share the voucher in a private message.
Tiki moreover used retargeting with click to Messenger ads to ask viewers to vote for their favorite contestants in upcoming episodes.
Viewers would use Messenger to vote and moreover receive flipside voucher from Tiki.
Sky-Dome Hotpot
Sky-Dome Hotpot needed a new way to reach customers without pandemic-related restrictions prevented people from going to its restaurant. It decided to use Messenger to encourage people to order takeaway or delivery.
The restaurant created an ad wayfarers with a “Send Message” undeniability to action.
Once on Messenger, people could scan a visual menu and make an order. They could plane pay directly on the app.
With a refined Messenger strategy, Sky-Dome Hotspot saw a 10x return on ad spend.
PalFish
PalFish was looking to simplify the way parents signed up their kids for language lessons.
It was originally asking parents to fill out a form on its website, but the education visitor decided to experiment with Messenger for lead generation.
It set up two Messenger ad campaigns.
The first ad wayfarers directed customers to Messenger with an streamlined chatbot for parents to ask questions and get answers quickly. Then the chatbot could help customers sign up for a trial lesson.
The second ad wayfarers led customers to a pre-filled form with their profile information. With a few simple clicks, they could sign up to learn increasingly well-nigh PalFish and its classes.
By creating a smoother consumer experience, PalFish saw a 5x higher lead conversion rate from Messenger compared to the business-as-usual ad campaign.
Nikuya
Nikuya created an ad wayfarers of video and dynamic ads optimized for the messages objective.
When people clicked on the ads, they were redirected to Messenger where they were met with an streamlined digital assistant. Customers could ask questions and place orders all in the same place.
The pocketknife visitor moreover used automation technology to respond to people commenting on its ads leaving no potential lead untouched.
ACUVUE Taiwan
ACUVUE Taiwan used a combination of influencer marketing, livestreaming, and
Messenger to promote a new product.
During the livestream, influencers tried the product and shared its benefits. When people commented on the Live event, ACUVUE responded by sending a message on Messenger.
Commenters received coupons redeemable at participating stores to encourage them to purchase the product and visit stores in person.
Facebook Messenger isn’t the only direct-messaging tool out there that brands can incorporate into the consumer journey. Trammels out some inspiring examples from brands using messaging platforms in creative ways. And then let the chatting begin!
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