Facebook Messenger Ads

Are you looking for more ways to generate leads on Facebook? What about connecting with current leads to increase your conversion rates? Have you thought about giving Messenger ads a try?

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Module Outline and Objectives:

  • Messenger ads overview

  • How to create Messenger ads

  • Boost a post with the Messages objective

  • Specifications for ads that click to Messenger

Messenger Ads Overview

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Messenger ads are ads that appear on the home tab in Messenger. 1.3 billion people around the world spend time on Messenger interacting and conducting business with the brands they love. Now with Messenger ads, they have an opportunity to discover experiences directly on their Messenger home screen.

Designed with simplicity, Messenger ads are a one-click solution to instantly start a conversation with a potential client. This is a much faster process that sending someone to your website to chat or redirecting them to your Page to send a message.

*Messenger Ads are Not Messenger Bots

It is worth noting that this module is focused on Messenger Ads and not bots. This module is intended to work in sync with your existing ads in order to create cost-effective lead generation.

Two advertising options in Messenger

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  • Ads in Messenger Inbox

    • Ads appear in Messenger Inbox between conversations. When someone clicks on an ad, they'll be sent to a detailed view within Messenger showing the full ad, with a call-to-action button that will take users to the destination you chose during ad creation.

    • Inbox ads are automatically delivered to the placement that's most likely to drive campaign results at the lowest possible cost. When creating ads in Messenger, you can target people based on what they have included in their profiles, pages, groups and other connections on Facebook and Instagram.

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  • Ads in Messenger Stories.

    • Ads appear in Messenger Stories between organic stories, similar to those used across Facebook Stories and Instagram Stories. Advertisers can use the Messenger Stories placement to increase the reach of their Instagram Stories and Facebook Stories campaigns.







Create Ads with Messenger

Step 1: Go to Ads Creation.

Step 2: Select your ad Objective.

Facebook recently added Messages as an objective. This is meant to get more people to send messages to your business. However, you can also show images and videos within Messenger by using other objectives.

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The following objectives and creative are supported for Messenger:

Messenger Inbox:

Traffic

  • Image

App Installs

  • Image

Conversions

  • Image

Catalog Sales

  • Image

Messages

  • Image

Messenger Stories:

Reach

  • Image

  • Video

Brand Awareness

  • Image

  • Video

Traffic

  • Image

  • Video

App Installs

  • Image

  • Video

Conversions

  • Image

  • Video

´╗┐Sponsored Message

Traffic

  • Image

Conversions

  • Image

Messages

  • Image

Step 3: Complete the Destination section if you selected Traffic, Conversion or Messages objective.

  • If you select Messenger, a Messenger conversation will open when people click on your call-to-action in the detailed view.

  • If you select Website URL, a Messenger browser will open up to your website when people click on your call-to-action in the detailed view.

  • If you select App, your business's app will open when people click on your call-to-action in the detailed view.

Step 4: Select Automatic Placements or Edit Placements if desired.

  • Automatic placements are designed to deliver ad impressions to the placement most likely to drive campaign results at the lowest possible cost. If you choose to edit placements, you can include Messenger as long as Facebook Feed is also selected.

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Step 5: Edit your Audience, Budget and Schedule and click Next.

Step 6: Select your Format.

*Reference the table above to view compatible formats.

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Step 7: To finish editing your ad, click Confirm.





Boost an ad from your Facebook Page with the Messages Objective

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To create an ad that clicks to Messenger from your Facebook Business Page:

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  1. Choose one of the existing posts from your Page and click the blue Boost post button..

  2. In the Objective section, click the Messages objective.

  3. Under the Welcome Message section, click Show.

  4. Edit your greeting and icebreaker questions. Set up the following:

    • Greeting: Your greeting welcomes a customer to the conversation. You can edit the text of this greeting. You can also change or remove personalization, which addresses your customers by name.

    • Frequently Asked Questions: The questions are meant to help start and guide the conversation by suggesting options for customers to select. Default questions are pre-populated based on common questions for your Page's category. They can be edited to support your ad's content.

  5. Select the audience you'd like to reach, or click Create New Audience. This gives you the option to create an audience based on traits like age, location, and interests or you can choose a custom audience.

  6. Click the drop down below Total Budget to select a budget for your boosted post. You can select a pre-filled budget or click Choose Your Own and type in a custom budget.

  7. Choose a duration option, or type in a custom end date next to Run this ad until.

  8. Select your preferred payment option. If there are no payment options available for your account, you'll be prompted to add one after clicking Boost.

  9. Click Boost to run your ad.

Template Specifications for Ads That Click to Messenger

Standard Templates

A Standard Template is a default template that's pre-filled with content based on best practices. It includes:

  • Greeting: A personalized greeting that welcomes a customer to the conversation, which can be edited. You can also change or remove personalization, which addresses your customers by name.

  • Frequently Asked Questions: A list of questions that people might want to ask your business. These questions are meant to help start and guide the conversation by suggesting message options for customers to send. Your default questions are pre-populated based on common questions for your Page's category. They can be edited. Maximum length per question is 60 characters.

    • You can add Automated Responses to instantly send answers to your Frequently Asked Questions.

Custom Templates

A Custom Template is an editable, build-your-own template that lets you add images, videos, buttons and more to your welcome experience. Custom templates can be saved and reused for future campaigns. Your custom template starts with a greeting, and then you can add the following elements to create your own experience:

Format: Choose how the main message of your welcome experience looks.

  • Text Only: A text greeting that can include personalization, which addresses a customer by name

  • Text & Image: A text greeting and an image, sent as two separate messages. Enter a headline and an optional description to appear underneath your image

  • Text & Video: A text greeting and a video, sent as two separate messages

Customer Actions:Make it easier for customers to reply by showing options for them to select.

  • Frequently Asked Questions: Suggest three questions that customers might want to ask your business after seeing your ad. These are only available with the Text Only format.

    • You can add Automated Responses to instantly send answers to your Frequently Asked Questions.

  • Quick Replies: Show short replies that people can send to your business. You can add up to 10 quick replies that will appear side-by-side as options to select.

  • Buttons: Add up to 3 buttons to send people to a destination out of Messenger, such as a website. These are not available for Text & Video format.

What do you think? Have you tried Messenger ads? What were the results? Share your thoughts in the comments below.


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