Advertising on Facebook has been around for a while. It’s practically a granddaddy in the world of online marketing.
And, like a lot of small business owners, you know that it’s getting harder to get the ROI you want on Facebook ads. It’s a numbers game, after all, and as of the third quarter of 2018, they had approximately 2.27 billion active monthly users.
It’s no wonder you’re having a difficult time connecting with your audience. You’re competing with millions of other advertisers! It’s a crowded space.
That said, Facebook ads can still be useful – with a twist. Instead of sticking to the same traditional ads you’ve been using, it might be time to check out Facebook’s newest ad option – Facebook Messenger Ads.
What Are Facebook Messenger Ads?
Facebook Messenger ads are ads that appear either on the newsfeed or directly in people’s Messenger inboxes.
The newsfeed ads have a call to action that directs people who click it to Messenger, where they can send you a message and get more information about your business.
53% of people say they’re willing to buy from a company they can message directly on Facebook Messenger ads. And, customer service is increasingly moving toward instant and direct messaging. Customers expect instantaneous responses and favor brands that provide it.
Facebook Messenger ads allow small businesses to connect directly with potential leads. They eliminate the need for a hard selling ad and instead, open a dialogue. They provide an opportunity for you to personalize your marketing in a way that encourages people instead of putting them off.
Let’s break it down, starting with destination ads. These are ads that appear in your target audience’s newsfeed, very much like traditional Facebook ads. The main difference? The call to action is always going to be “Send a Message.” When a user clicks it, a Messenger window opens, and your automated message will appear. (We’ll talk more about how to use that feature later.)
Sponsored messages allow you to deliver special offers and communications directly to the user’s Messenger inbox. A key feature of sponsored messages is that you may send them only to people who have messaged you previously. They’re a form of remarketing with a personal touch.
Finally, home screen ads are ads that appear in Messenger. The difference between these ads and sponsored messages is that their intent is not to start a conversation. It’s to drive sales by encouraging users to click on the ad.
How Can Facebook Messenger Ads Benefit Your Business?
- Personalize your messages. Too much personalization can seem downright creepy, but Facebook Messenger ads allow companies to straddle the line without crossing it. Because you can only send direct messages to people who’ve already connected with you on Messenger, it doesn’t feel as intrusive as LinkedIn direct ads. And, it lets you tailor your offers in a way that’s highly likely to result in a sale.
- Give customers the response time they want. With Messenger ads, you can automate your replies to ensure that potential customers aren’t stuck waiting for a response from you. And, in case you don’t know, people prefer messaging to any other form of customer service. Research shows that 73% of consumers prefer live chat to email, and 56% prefer it to a phone call.
- Start a conversation. Lead nurturing is something that you can do one on one with Facebook Messenger ads. You can even customize your newsfeed ads to encourage people to chat with you about your product or service. This option allows for one-on-one contact – even if it’s largely automated – that makes potential customers feel valued.
- Increase local awareness of your business. One of the best things about Facebook Messenger ads is that you can select “increase local awareness” as your ad objective. This is a particularly effective option for businesses that want to reconnect with existing customers. You can use Messenger to send them an offer that’s tailored to them.
Another way of looking at Facebook Messenger ads is that they’re the modern-day equivalent of going door to door. They don’t require any more effort than traditional Facebook ads, but they offer a degree of personalization and one-on-one contact that will allow your business to connect with potential leads in a meaningful way.
How to Get Started with Facebook Messenger Ads
If you’re itching to get started with Facebook Messenger ads, here are 7 easy steps to help you get going.
- Open Facebook Business Manager.
- Choose conversion as your marketing objective.
- Scroll down and select Messenger. (This ensures that a click will start a conversation instead of redirecting the person to your landing page.)
- Scroll to Edit Placements and select Messenger again. You’ll notice that with your first ad, Sponsored Messages aren’t an option – that’s because they’re only for remarketing.)
- Fill in the content you want to appear in your ad.
- Choose Send Message as your call to action. (This one’s a must because it lets the people who see your ad know that they’re starting a conversation with you.)
- Finally, fill in the message (or the first few messages) you want people to see when they click your call to action. For example, you could send them a coupon or ask them a question to start the conversation.
That’s it. Once you’ve completed these steps, your very first Facebook Messenger ad will be up and running – and you’ll be able to see for yourself what a powerful marketing tool Facebook Messenger can be.
Getting a great ROI on Facebook advertising can be tough. There’s a ton of competition and as a small business owner, your marketing budget is limited. Facebook Messenger ads can help you leapfrog over the competition and connect directly with the most valuable people on social media – your customers.