An Essential Guide To Facebook Messenger Ads

A new ad feature that helps your business to initiate a text conversation is the Facebook Messenger Ads. Users can make use of ads to start a conversation with your business with just a click of a button. Messenger Ads on Facebook are more like an advertisement, where you can place in people’s Facebook Messenger inbox, Facebook newsfeed, and chatbox as well. You can place your brand in case they have already messaged you. You can take the help of a Digital Marketing Company to run your Ads & get most out of it.
Facebook Ads in Messenger can be of the following types:
Sponsored Messages
Home Section Ads
Click-to-Messenger Ads
Let us discuss these Facebook Messenger Ads and its ways as to how to create Facebook Messenger Ads.

Sponsored Messages – These Facebook Messenger Ads are displayed in your Facebook chat box using the brands. For a brand, you can only be able to send a sponsored message to those people who have already connected and messaged you. This is the best Facebook Messenger Ad to get in touch and re-engage with people who were not in touch for quite some time. You can also nurture your engaged audience and to up-sell the current customers. Also, an ideal way to make use of this Facebook Messenger Ad is to tempt the audience using a first line that would grab the audience’s attention. For example, you can start with ‘Great News', this would trigger the audience's curiosity, or you could also have ‘For a less time’, this would focus on scarcity and is called scarcity principle. The audience would feel that there is less time and would act on it immediately. To create a Sponsored Message Ad, try the following steps:

Go to Ads Manager
Select the option ‘+Create’
Select the option ‘Messages’ for your ad objective
Go to ‘Message Destination’.
Click on the option ‘Messenger’
Click the option ‘Sponsored Message’. Image 1 shows the option for this Facebook Messenger Ad.

Customize the following as per your ad campaign. Then click the option ‘Continue’
Audience
Budget
Schedule
Placements

At this step, you need to fill in the ‘Message Setup’. In this, you need to select between the formats, ‘Text Only’ or ‘Text & Image’. This is available in the format section. Then enter the ‘Text Greeting’ and upload an image in case you have selected the format option as ‘Text & Image’.

The ‘Customer Actions’ section can be used if you wish to include quick replies or buttons for your posted messages. Image 3 shows you this option.

Once you have done with setting up the various options for your ad, click on the button ‘Confirm’. This would publicize your ad.

Home Section Ads – This Facebook Messenger Ad is like display ads that are seen in your Facebook Messenger inbox. Even though these ads are attractive, having a relevant home screen ad would get more and positive attention. To create this Facebook Messenger Ads, make use of the following steps:
Go to Ads Manager
Select the option ‘+Create’
For your ad’s objective, you can choose one of the following objectives. These options would add on to the Home Screen Ads.
Brand Awareness
Reach
App Installs
Traffic
Catalog Sales
Conversions
Messages
For the Traffic section, you can select any of the following options that depend on where you would like your ad to get more traffic.
Website
App
Messenger
WhatsApp

Select ‘Inbox’ in the ‘Messenger’ segment. Image 5 shows this.

Customize the following as per your ad campaign. Then click the option ‘Continue’
Audience
Budget
Schedule
Placements

Select the appropriate ad format
Once you have done with setting up the various options for your ad, click on the button ‘Confirm’. This would publicize your ad.

Click-To-Messenger Ads – This Facebook Messenger Ad is like the other ads on Facebook. It gets displayed in your newsfeed. But, this Facebook ad in Messenger is slightly different from the other ads. When you click on the Click-to-Messenger Ads, the brand would send you a message on your Facebook messenger. Mostly, its goal is to initiate a conversation with you instead to take the required action. Some of the click-to-messenger ads provide people with a quick and easy guide to create a chatbot without much coding knowledge on it. To create this Facebook Messenger Ads, make use of the following steps:

Go to Ads Manager
Select the option ‘+Create’
Select the option ‘Messages’ or ‘Conversion’ for your ad objective
If you have messages as your objective, select ‘Messenger’
Click on the ‘Messenger’ that is seen under the ‘Message Destination’ segment.

If you have conversions as your objective, select ‘Messenger’ in the ‘Conversion’ segment.

Customize the following as per your ad campaign. Then click the option ‘Continue’
Audience
Budget
Schedule
Placements

At this step, you need to fill in the ‘Message Setup’. In this, you need to select between the template to create the ad. You can make use of the Standard Template, which is usually a default template. This would also pre-populate your ad along with the content. Also, it can be easily edited in the way you like. Otherwise, you can make use of a Custom Template that can be easily customised as per your requirement and allows you to include videos, images, and buttons in your ads.

Once you have done with setting up the various options for your ad, click on the button ‘Confirm’. This would publicize your ad.

Having discussed the types of Facebook Messenger ads, let us hear a bit about the two advertising options that Facebook Messenger has:
1) Facebook Ads in Messenger inbox will appear in Messenger Inbox in between the conversations.
2) Facebook Ads in Messenger stories will appear in Messenger Inbox in between the stories.

You can also execute the ads that start conversations or re-engage conversations with people in the Facebook Messenger that comes with the ‘Messages’ objective.
Facebook Ads In Messenger Inbox – When an audience clicks on an ad, the advertiser ends the audience to a detailed view within the Messenger. The audience would get to view the full ad that has a call-to-action button that takes to the destination that is chosen at the time of the ad creation. It goes to the inbox view or the destination view.

The advertiser automatically delivers the ads in the Messenger Inbox to the right placement that would most likely drive better campaign results at a low cost. Whenever you create Facebook Messenger Ads, you would be able to reach out to people based on their profile, groups, pages, and other Facebook and Instagram connections.

Facebook Ads In Messenger Stories – Ads get displayed in the Messenger Stories between organic stories like those who used across Instagram and Facebook. You can make use of the Messenger Stories placement to enhance your Facebook and Instagram Stories ad’s reach.

For any kind of Facebook Messenger Ads, a standard ad creation process is in place.

Let us see how to create Facebook Messenger Ads.

Login To Your Account Of Facebook Ads Manager- In case your Facebook Ads Manager account is tied up with your Facebook personal page, go to the Ads Manager by clicking on the drop-down menu that is seen at the top right side of the screen. Select the option ‘Manage Ads’. Go to the ‘Campaigns’ tab, click on the button ‘+Create’. This would start the new campaign creation process.

Choose Your Marketing Goal – You need to select the Facebook marketing goals that best suit your requirement. The marketing goals could be one or more of the following.

Reach
Brand Awareness
Traffic
Messages
App Installs
Catalogue Sales
Conversions

If you are unsure as to which one to choose, go for the ‘Messages as it is a direct marketing goal for a Facebook Messenger Ad. Once you select your marketing goal, you will see a pop-up box that appears at the screen bottom. Provide a name for your ad and then click on the option ‘Continue’. The ad name is only for reference, so ensure that the ad name is easy to identify. This is seen in Image 11.

Choose The Facebook Messenger Ad Type – At this step, you need to input the ad set name that the audience would identify. Then select your message type. Choose the option ‘Messenger’. Click on the drop-down arrow to select the Messenger ad options. Choose the one that is favourable for you.

Define Your Audience – Make use of the target option of the Facebook ad to find out the exact users to whom you require your ad to be displayed. If you are unsure of who is the ideal audience for your ad, a good place to initiate is to create customer profiles. This would allow you to find out your ideal customer by defining the audience’s interests, hobbies, demographics that enable you to create audiences that match the users. You can choose age, user location, gender, and many more targeting options like life events, behaviour, interests, etc.

Choose Your Ad Placements – Basis your Messenger ad type, the Facebook Messenger Ads would pre-populate placements. For instance, if you select the ad type, Sponsored Message then your ad placement would already be taken up in this stage that includes stories, inbox, and many sponsored messages. You can modify this and fit in your ad at any location that you desire.

Input Schedule And Budget – At this stage, you need to need to be clear with your ad budget and inform Facebook the same. Facebook ad budget depends on the entire execution of an ad. In this place, you need to set the amount that is set for your ad campaign. Here you need to enter the bid per impressions, that is the most that you are eager to pay for about 1000 views of your ad. When you have selected a high and competitive target audience, then it would cost more to reach to about 1000 users. Once the budget is fixed, you need to go in for an ad schedule. You can set to execute your ad continuously or at a fixed schedule. You can also stop to execute an ad at any time, but in case you are executing a short-term ad like brand promotion, you need to input the end date as well while you develop your ad.

Create Ad And Launch – At this stage, you need to design your ad. You can make use of only text or with both text and image. Ensure that your ad is brief and targets your audience. Make use of language that vibrates and provides a clear understanding of value. If you are using an image, select the one that is attractive and is in par with your ad’s message. Once your ad is developed, launch it using the Ads Manager. You can easily monitor your ad’s engagement through the analytics platform of Facebook that is Facebook Insights.

Track And Optimize Your Ad – Once you are done with your ad and launched, you need to monitor and optimize it so that the ad is effective. This would allow you to understand what works and improve the ad quality.

Conclusion
Facebook Messenger Ads get displayed in Facebook user’s direct messages or included in a click-to-chat function. This is an effective digital marketing tool and this platform is specifically good to promote sales. It is also a cost-effective method of marketing for small businesses that serves online commerce and the service industries.