Generating leads through Facebook Messenger Ads is now a proven method for a wide range of businesses. About 10 million advertisers choose Facebook to reach their targeted audience at a much easier and affordable price.
A variety of available ads formats, high degree of targeting based on age, demographics, niche etc., made Facebook a perfect choice for advertising. With Facebook ads, you have a trustworthy method to reach 2.9 billion users of Facebook, generate qualified leads for your business and convert them into your customer with proper nurturing.
Talking of the industry, Facebook ads are useful for all niches; apparel, beauty, healthcare, legal, real estate, eCommerce retail, B2B service, employment and job training, technology, travel and hospitality, non-profits, etc.
Another interesting thing about Facebook ads is that these ads can be immediately transformed into two way conversation between the brand and the clients, which is not possible in other forms of advertisement such as Press media, Google Ads, etc. With Click-to-Messenger Ads, it’s possible to immediately get in conversation with your prospect and interact with them either on one-on-one chats or through chatbots automations.
So, let’s get started and learn Facebook Messenger Ads, their benefits, types and setup process. We will particularly stress more on Facebook click to messenger ads. And how these ads along with chatbots make a perfect lead generation automation mechanism.
What are Different Types of Facebook Messenger Ads?
Facebook ads are of different types to incorporate different requirements of all advertisers. Also, different Ad formats make it easier to plan the ad campaign as per niche and objective.
Here is a list of different Facebook ads formats.
- Image Ads
- Video Ads
- Carousel Ads
- Collection Ads
- Instant Experience Ads
Advertisers can leverage any of these to advertise their brand on Facebook Messenger. Types of Facebook Messenger ads are:
1: Sponsored Messages
Sponsored messages are the ads that appear inside the chat of subscribers in Facebook Messenger. Unlike typical sales and business-oriented ads, these ads are much more personalized and user-oriented.
Sponsored messages don’t ask users to purchase a service or product. They are used to making conversation with customers and engaging them on messenger and then leading them to the store.
Brands can use these ads to notify users about their new offers, sales, promotions, updates, etc. The best thing about sponsored messages is that they are delivered to your subscribers. Those people your brand chatted with on Facebook Messenger through Live Chat or with a Facebook chatbot. You’ll be able to send sponsored messages directly to those people’s inbox.
2: Destination Ads or Click-to-Messenger Ads
Destination ads or click-to-messenger ads are displayed in the news feed of Facebook Messenger. These ads look like traditional ads with a CTA, but in destination ads, the aim of CTA is not to send users on a shop page or product page. The CTA (usually a “Send Message” button) on Facebook destination ads is placed to start a chat with the brand.
Destination ads are an efficient tool to increase your Facebook subscribers. Whenever a user clicks on your destination ad, he/she gets redirected to the chat interface. As soon as he/she sends you a message on the chat, you’ll be able to collect that user’s data like name, email, etc.
Once you get the data, you can contact that user whenever you want. You can send Facebook Messenger broadcasts or sponsored messages I discussed above to that user.
3: Home Section Ads
Home section ads are those that appear on the home screen of chat on Facebook Messenger.
These ads could contain an offer or a button that can redirect the user to a landing page or a shop page. The aim of these home screen ads can be to analyze users’ interests by chatting with them or to send them to the shop page to make them purchase products.
4: Messenger Story Ads
Facebook Messenger stories are the ads that are shown in the Facebook stories that disappear automatically after a certain time. If users swipe up from the bottom of the screen on these ads, these ads will redirect them to a landing page. It’s a creative and attractive way to promote your product in a few seconds.
300 million users use Facebook and Messenger stories daily, and 68 percent of people use stories on at least three apps. You can also use messenger story ads to promote your business.
How to Setup Click to Messenger Ads.
Among all the Facebook ads, Click to Messenger ads is uniquely characterized by its ability to connect the interested leads through Messenger on one-on-one conversation and discuss the details. So, we will be learning to set up Click to Messenger ads in this section.
1. Create an Account
To start running Facebook ads you first need to create a Facebook Ads Manager account. Also, you will need your Facebook Page for your business. Your Facebook Page is connected to your Facebook Ads Manager account when you sign up.
2. Start Creating an Ads
After creating an account, click on the +Create button to start creating your campaign. Name your campaign and select type as shown in the next step.
3. Choose an Objective
There can be different objectives of your Facebook Ads campaign. Facebook gives you the option to choose the objective, and based on that it lets you optimize the ads set.
It can brand awareness, reach, traffic app install, Messenger Inbox messages, lead generation, conversions, and other things.
For Click to Messenger ads, choose “Messages” in the objective type.
Further in the steps, you need to select where these messages will be redirected. It can be Messenger, Instagram, or WhatsApp.
After this, the ads will be of the type in which the targeted audience will get an option of “Send Messages” button that will be redirected to the messenger.
4. Choose Your Audience
Targeting your audience for Facebook ads is so much easier with the audience insight of Facebook. You can check the range of audience available in your niche in so many aspects, such as age, location, gender, language, etc. and target them.
5. Budget and Scheduling
Plan your Ads budget in advance, select the amount you want to spend on your ads. However there is a minimum amount of budget, so make sure you are above that threshold.
Scheduling option makes you plan the time span of your ads campaign.
6. Create Your Ads
After setting up your campaign, it’s time to set the ads. In this, you need to add creactive, text, video, heading, call to action, and other details. You can activate dynamic ads, and Facebook will optimize and test which of the creative or ads set works the best and run ads based on that.
After this, publish your created ads, track the performance and optimize the ads based on the past performance.
Note – When you run Click-to-Messenger Ads, a high volume of messages will be sent to your inbox. This might turn into a tedious task for you to manually reply and carry on conversation to each individual prospect and convert them.
That’s where Chatbots come in. Let’s learn how to automate replies for your click-to-Messenger ads messages.
How to Connect Your Messenger Ads With Chatbot Automation?
Chatbots are the tools that can learn the art of human-like conversation and effectively reply without making your prospect wait longer. It can reduce tons of workload and filter out the most converting conversation and also allows you to connect live to your audience whenever needed.
When you run Facebook Click-to-Messenger Ads, the number of inbox conversations increases, which will be very much challenging for your support team to manage. And, therefore you will need a smart solution.
You would need two systems ready.
- You need to have your account on BotMyWork Chabot Builder. (If you are already a user, it’s great, otherwise, sign up and create your account, and set up your first Messenger Chatbot).
- Also, with the steps that we talked about in the previous steps, you have Click-to-Messenger ads ready as well. So let’s now sync both of them.
Steps to Sync Click-to-Messenger Ads with BotMyWork Chatbots?
- Open the message(that you have pre-build in the BotMyWork Stories section) that you want to set as an automated reply when a user clicks on a predefined button during the Messenger conversation (captured through the Click-to-Messenger Ads).
- Copy the Payload by clicking on the “Copy Payload” button that appears on the top of the screen.
3. Now, open your Ads manager account and click the Ad that you are editing. Go to the message template, and click on the “Create” button.
4. A popup panel will appear, choose a “Buttons” in the customer action section. As the “Buy Now” button in this case. Also, select the respective action “send a postback”. In the end, under the Bot payload section, simply paste the payload that you have previously copied.
Just like this, you can create any number of buttons, for different messages, by pasting the messages payload. You can preview the messages in the right panel as well.
And, here is how it will look in when
And, it’s done. You are ready with a powerful smart solution combined with Facebook Ads.
Benefits of Using Facebook Messenger Ads
Facebook Messenger Ads come with plenty of benefits. It can boost your Facebook Messenger marketing strategy and amplify the visibility of your brand. But, if we talk more technically, Facebook Messenger Ads provide these benefits:
Reduced Abandoned Cart Rates
You can easily re-engage those customers who’ve added products in their cart but didn’t buy by sending a sponsored message to them. This increases the chance that they’ll complete their purchase, hence a reduction in cart abandonment.
Expanded Brand Reach & User Base
Facebook Messenger has over 1.3 billion users worldwide. Using Facebook Messenger ads will maximize your brand’s user base and audience.
Precise Targeting and Retargeting
You can display Facebook Messenger ads to the users that have liked your Facebook page or contacted you on Messenger. Therefore, you can target users that have already shown their interest in your brand and are more likely to buy.
Even if a user has interacted with your brand but abandoned your page, you can retarget him/her with these ads.
Less Customer Retention Costs
You can notify customers who have made no purchase from your brand for a long time with the Messenger ads. This is cost-effective and increases the chance of selling them again, hence reducing customer retention costs.
Rise in Conversion Rate
Facebook Messenger ads have an overall conversion rate of 9.21% across all industries. However, this differs in every industry but still much better than usual methods.
Better Lead Generation & Nurturing
Click-to-Messenger ads can generate leads for your brand. Sponsored messages allow your brand to chat directly with a customer on messenger, which helps you nurture them better.
Increased Genuine Traffic
The people you target with Facebook Messenger ads are somewhere interested in your brand. These are genuine users that take the desired action whenever they visit your website.
Boosted Open and Click-Through-Rates
Research found that Facebook Messenger has a 98% open rate and a 44% click-through rate. This is much higher than emails. There are many other benefits of Facebook Messenger ads apart from these.
Best Practices for Facebook Messenger Ads
You must know how to leverage Facebook Messenger ads in the best way so it’ll give your brand the best benefits. Here are some best practices you should try to get the most value from your messenger ads:
- While writing the content for the sponsored message, try to give it a personal touch by including the subscriber’s name, etc.
- Make your ad more eye-catching by adding a video or an image in it.
- Make the subscribers type less by using persist menu or auto-replies.
- Place your ads on different platforms as well like Instagram.
- Use different CTA on your Facebook destination ads rather than Send Message like Shop Now, Download, Learn More, Contact, etc.
- Do remarketing with Messenger ads.
What if All Goes Well?
If everything goes right with your Facebook Click-to-Messenger ads campaign, you may get tons of messages and questions on Facebook Messenger inbox. And I’m sure your customer service team will not be enough to handle those. So what would you do?
The best resolution to this concern is a Facebook Messenger chatbot.
You can build a Facebook Messenger bot that’ll answer hundreds of queries you’ll get. Not only answering the customers’ queries, but a smart chatbot can also automate your business tasks to free you from less worthy tasks. Setting up a Facebook chatbot for your business is also free and doesn’t require coding. You can create one for your business in 5 minutes.
Messenger ads are the trending way to promote your brand, services, and products on the most used platform. You’ll leave stacks of money on the table if you don’t use it for your brand.
Follow the above steps and tips to get the best results for your brand in a very little time and check-out our eCommerce chatbot services.
Get started with your first Messenger bot today, FREE