In 2017, Facebook surpassed 2 billion active users. As TechCrunch reported, at the time, it far surpassed other social media platforms in popularity:
Thanks to Facebook's reach , many people use it for advertising. So how can you stand out from other businesses in your niche? Facebook Messenger offers additional advertising features that will help you better reach your customers. In this article, we'll take a look at how advertising on Messenger works and why it's worth using.
Messenger Advertising – What is it?
Facebook first announced new Messenger ads back in November 2016, calling them "an unprecedented opportunity to leverage the incredible targeting and reach capabilities of the Facebook News Feed." However, it's only relatively recently that the ad format discussed here has gained popularity. It's also worth noting that Messenger ads aren't your typical advertising category—there's no such thing as a "Messenger ad." They're more of a destination—an endpoint you want to lead people to when they see your ad. They're also designed to be a quick way to start conversations with potential and existing customers much faster than, say, filling out a contact form on a company website.
Advertising on Messenger – types
There are basically three main types of ads: Ad Placement: This ad involves placing a banner between conversations. It's typically used as a supporting element in campaigns. Conversation Starter: The most popular type of ad on Messenger right now is destination ads. At first glance, they look no different from regular feed ads. However, the difference lies in the call-to-action they contain. People who click on them aren't redirected to your company website or fan page, but are instead prompted to "Send a message" to start a chat. Sponsored Messaging: Sponsored Messaging is a bit more direct, as it involves starting a conversation directly with Messenger users. The caveat with these ads is that you can only send them to users who have previously interacted with your brand through Messenger.
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When should you use ads on Messenger?
Messenger campaigns are least effective for acquiring entirely new customers. This is because they require a higher level of engagement compared to other campaign goals, such as video views or traffic. Instead, use them in the middle of the sales funnel to reach a group that is already somewhat engaged. You can also use them at the very bottom of the sales funnel to reach hot leads. This is where Messenger campaigns are most effective, as they target an audience ready to engage.
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What are the benefits of using ads on Messenger?
Messenger ads offer businesses a unique way to personally connect with their target audience. They're affordable and can help you reach new customers, connect with existing ones, and cultivate potential leads through sponsored messages. Other benefits include: High engagement potential. If you're looking for another proven method to reach customers directly, in addition to email marketing, Messenger is the way to go.
In the case of this advertising channel, phenomena such as conscious avoidance of advertising content (so-called banner blindness) or irritation resulting from receiving emails too frequently (email fatigue) do not yet exist. Interestingly, ads on Messenger can achieve an open rate of up to 80%. Better personal communication. Direct messages are more personal than ads in the news feed, which helps create a better connection between the company and its audience. Gaining valuable information. People who respond to your ads simultaneously give you access to their information. With the right tracking tools, you can collect data on the gender, location, job title, etc. of those who contact you.
Real-time marketing. Messenger ads , especially sponsored messages, appear when a user is active on your site. This allows you to engage them the moment they first show interest in your offer. New sales opportunities. Starting a conversation via Messenger helps guide potential customers through the later stages of the sales funnel by quickly answering any questions or concerns they may have. For example, your ad could present a product demo, giving users more information and acting as a direct sales conversation.
Summary
If your company uses Facebook for lead generation, Messenger ads can be an important campaign element, helping to convert your target audience into real customers. You can use this ad both in the middle and at the bottom of your sales funnel. In the first case, target people who have already had some contact with your brand, for example, by watching a Facebook video. In the second case, target more advanced groups who have already visited your company website.
If you use Messenger ads correctly , they will undoubtedly help you build trust with your target audience. Besides increasing the number of leads, early conversations in the sales funnel will also allow you to pre-qualify them and improve their quality. So, try this form of advertising, and when in doubt, seek help from people who have successfully optimized many campaigns.
Messenger Advertising FAQs
This is an ad format in the Meta ecosystem (Facebook/Instagram) that leverages the popular messaging app to engage directly with potential customers. Instead of directing users to an external landing page, the ad takes them directly to a chat window with your company.
There are two basic formats. The first are Click-to-Messenger ads (leading to messages) – these appear on Facebook or Instagram, and clicking on them opens a new conversation. The second are Sponsored Messages, which go directly to the Messenger inbox but can only be sent to users with whom your page (fan page) has previously had a conversation.
Depending on the format and placement chosen, they can appear in the main News Feed, in Stories, and also directly in the "Chats" tab in Messenger – usually sandwiched between the user's private, organic conversations.
Primarily, this shortens the distance between the brand and the consumer. Users are much more likely to ask questions via chat than to fill out lengthy contact forms on websites. Furthermore, Messenger campaigns are characterized by a very high open rate and are excellent for acquiring warm B2B and B2C leads.
Absolutely, and it's even recommended. You can connect chatbots to your Messenger campaigns or set up automated quick response paths. This allows the bot to pre-qualify a customer in seconds, collect their contact information, or answer the simplest questions (e.g., about pricing), working for you 24/7.
Summary
The above article covers the following topics:
- what does advertising on Messenger mean,
- advertising formats in Messenger Ads,
- when Messenger ads work best,
- what are the benefits of advertising on Messenger.
