{"id":138074,"date":"2019-05-16T15:00:00","date_gmt":"2019-05-16T14:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=138074"},"modified":"2019-05-16T15:19:10","modified_gmt":"2019-05-16T14:19:10","slug":"detailed-guide-advertising-facebook-messenger","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/social-media-marketing\/detailed-guide-advertising-facebook-messenger\/","title":{"rendered":"A detailed guide to advertising on Facebook Messenger"},"content":{"rendered":"<h2>Facilitate customer acquisition through direct conversation and provide a seamless shopping experience for your prospects on a platform they\u2019re already familiar with<\/h2>\n<p>An <a href=\"https:\/\/www.statista.com\/topics\/4625\/facebook-messenger\/\" target=\"_blank\" rel=\"noopener noreferrer\">estimated 1.2 billion people<\/a> used Facebook Messenger every month in 2018. A report by Flurry Analytics noted that the time spent on social media and <a href=\"https:\/\/bestmediainfo.com\/2017\/01\/time-spent-on-mobile-apps-grew-by-69-y-o-y-yahoos-flurry-analytics-report\/\" target=\"_blank\" rel=\"noopener noreferrer\">messaging apps increased by a stunning 400%<\/a>. With this, businesses have begun to realize the importance of communicating with users via the platform they\u2019re already using. Unlike banner blindness (ads) and spammy emails, the experience on Facebook Messenger is immersive and superior.<\/p>\n<div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/facebook-advertising-guide\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2015\/06\/facebook-advertising-guide-106x150.jpg' alt='Facebook advertising guide'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Download our Individual Member Resource \u2013 Facebook advertising guide<\/strong><\/p>\n                    <p>The aim of this guide is to provide an overview of the opportunities that exist for Facebook advertisers.<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/facebook-advertising-guide\/'>Facebook advertising guide<\/a><\/p>\n                <\/div>\n            <\/div>\n<p>Why should you advertise on Facebook Messenger?<\/p>\n<ul>\n<li>Email fatigue is a real thing. Your prospective customers may not be comfortable sharing their email address in exchange for a freebie. Chances are, they\u2019re completely ignoring your marketing emails.<\/li>\n<li>Opting for an email newsletter requires multiple steps as compared to opening a Facebook Messenger thread. For subscribing to a newsletter, you have to type the email address, submit and confirm from your inbox. Messenger is a one-click subscription process.<\/li>\n<li>You can have drip or sequence campaigns delivered to people\u2019s Messenger, similar to an email drip campaign.<\/li>\n<li>Typically you would have to wait for a day before sending an email campaign sequence. Messenger sequences are faster than email campaigns since you can send messages in 20 seconds, 20 minutes or 20 days, whenever you want. Also, the response rate is instant, allowing you to engage in real-time conversations with leads.<\/li>\n<li>The prospects get instant answers in the live chat, thereby closing sales faster with less friction.<\/li>\n<li>The conversations can be automated in Messenger using conversational AI.<\/li>\n<li>You can get a whole lot of information via Messenger such as someone's gender, workplace and personal details, which would be difficult via email.<\/li>\n<li>Facebook Messenger is optimized for mobile and desktop. With emails, you have to separately configure for email messages.<\/li>\n<\/ul>\n<p>All of this implies that Facebook Messenger ads have higher open and click-through rates.<\/p>\n<h3>Types of Messenger Ads<\/h3>\n<h4>Destination ads<\/h4>\n<p>The objective of destination ads is to engage customers without using a sales pitch or asking them to purchase. This makes your marketing pleasant and palatable, even for cold prospects who are unaware of your brand. These ads appear in a user\u2019s news feed and are primarily used to build brand awareness and visibility.<\/p>\n<div id=\"attachment_138181\" style=\"width: 560px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-138181\" class=\"size-medium wp-image-138181\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Messenger-Advert-550x994.png\" alt=\"Messenger Advert\" width=\"550\" height=\"994\" \/><p id=\"caption-attachment-138181\" class=\"wp-caption-text\">[<a href=\"\u201chttps:\/\/adespresso.com\/blog\/facebook-messenger-ads\/&quot;\" target=\"_blank\" rel=\"noopener noreferrer\">Image Source<\/a>]<\/p><\/div>\n<h4>Sponsored adverts<\/h4>\n<p>If you want to send out tailor-made messages to a customer\u2019s inbox, sponsored ads are the best option. These ads are used to send promotional messages to re-engage existing subscribers. As these ads are displayed inside the Facebook Messenger inbox of the subscribers, they have a lower bounce rate and the customers are compelled to stay subscribed.<\/p>\n<p>Here\u2019s an example of a sponsored Messenger advert by Jasper\u2019s Market.<\/p>\n<div id=\"attachment_138182\" style=\"width: 560px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-138182\" class=\"size-medium wp-image-138182\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Sponsored-Jaspers-Market-Messenger-ad-550x439.png\" alt=\"\" width=\"550\" height=\"439\" \/><p id=\"caption-attachment-138182\" class=\"wp-caption-text\">[<a href=\"\u201chttp:\/\/socialapemarketing.com\/blog\/2017\/5\/3\/how-to-create-a-facebook-messenger-ads&quot;\" target=\"_blank\" rel=\"noopener noreferrer\">Image Source<\/a>]<\/p><\/div>\n<h4>Home section ads<\/h4>\n<p>Home section ads are displayed directly in the home dashboard of the Messenger. You can have a conversation with your customers in real time and build a personalized experience in accordance with their interaction.<\/p>\n<div id=\"attachment_138183\" style=\"width: 560px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-138183\" class=\"size-medium wp-image-138183\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Messenger-home-section-ads-550x464.png\" alt=\"Messenger home section ads\" width=\"550\" height=\"464\" \/><p id=\"caption-attachment-138183\" class=\"wp-caption-text\">[<a href=\"https:\/\/metrictheory.com\/blog\/an-introduction-to-facebook-messenger-home-screen-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">Image Source<\/a>]<\/p><\/div>\n<h3>Advantages of using Facebook Messenger Ads for marketing<\/h3>\n<h4>Faster reach<\/h4>\n<p>Your prospects expect you to respond immediately to a query. Messenger ads enable instant responses, increasing the likelihood of conversions. According to a study on Harvard Business Review, a company\u2019s response time has a significant impact on conversions. If a company does not respond in the first five minutes of the customer\u2019s message, the possibility of converting them to a lead <a href=\"https:\/\/hbr.org\/2011\/03\/the-short-life-of-online-sales-leads\" target=\"_blank\" rel=\"noopener noreferrer\">drops by 400%<\/a>.<\/p>\n<p>As an implication, marketers try to respond without any delay and the response time is going down consistently. This is the main reason there is a surge in the usage of messaging apps over social networks. Moreover, <a href=\"https:\/\/insights.fb.com\/morethanamessage\/\" target=\"_blank\" rel=\"noopener noreferrer\">53% of people prefer to shop from a brand they can message directly<\/a>. Facebook Messenger ads give your business a better chance to convert the prospects by enabling smooth communication and reaching them faster.<\/p>\n<h4>Personalized real-time content<\/h4>\n<p>Messenger ads are the safest bet if you want to send personalized content to users who are not connected with you directly but have shown interest in your products or services. Customized ads can effectively reach out to users who have interacted with you in the past. This marketing strategy is scalable as you can retarget several prospects with semi-personalized messages.<\/p>\n<h4>Enhanced local targeting options<\/h4>\n<p>If you want to build localized brand awareness, try out the \"Local awareness\" feature of Facebook Messenger, which allows you to choose a particular local audience based on the geographical location of your business.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-138185\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Setting-up-marketing-objectve-for-Messenger-ads-550x325.png\" alt=\"Setting up marketing objective for Messenger ads\" width=\"550\" height=\"325\" \/><\/p>\n<p>After choosing the target city and audience, you can promote relevant offers that your customers can use at the location. Many marketers find it daunting to drive local traffic for their business and Messenger ads have helped to overcome this challenge.<\/p>\n<h3>Steps to create a Facebook Messenger ad<\/h3>\n<p>Now comes the most important part: <a href=\"https:\/\/blog.zoconvert.com\/facebook-messenger-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">Setting up a Facebook Messenger Ad<\/a>.<\/p>\n<p>The first requisite to create Facebook Messenger Ad is having a Facebook Business Manager account.<\/p>\n<p>There are three goals that you can use to create Messenger-style ads:<\/p>\n<ol>\n<li>Traffic<\/li>\n<li>Conversions<\/li>\n<li>App installs<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-138186\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Setting-up-Messenger-ads-550x257.png\" alt=\"Setting up Messenger ads\" width=\"550\" height=\"257\" \/><\/p>\n<p>Select the marketing objective according to your preferences and build a new ad account.<\/p>\n<p>As a next step, move to the conversion section and choose Messenger.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-138187\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Conversion-event-550x197.png\" alt=\"Conversion event\" width=\"550\" height=\"197\" \/><\/p>\n<p>Selecting this option implies that clicking on the ad will start a conversation with your business instead of directing the user to the landing page.<\/p>\n<p>The subsequent step lets you edit the placement of the ads to match their objectives.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-138188\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Editing-ad-placement-550x374.png\" alt=\"Editing ad placement\" width=\"550\" height=\"374\" \/><\/p>\n<p>As clear in the screenshot, make sure you have selected \"Messenger\".<\/p>\n<p>Also, note that you will not be allowed to activate sponsored messages.<\/p>\n<p>After you are done with this step, you are ready to get your ads rolling. Provide all the necessary details and copy and go to the call to action.<\/p>\n<p>Your call to action should be \"Send Message\".<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138190\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Setting-up-ad-CTA.png\" alt=\"Setting up ad CTA\" width=\"366\" height=\"124\" \/><\/p>\n<p>Once you set the call to action, choose the message offers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-138191\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Choosing-message-offers-550x145.png\" alt=\"Choosing message offers\" width=\"550\" height=\"145\" \/><\/p>\n<p>For example, whenever a prospect engages with an ad by an e-commerce store, they receive a coupon code right in their Messenger inbox.<\/p>\n<p>Every field of the Messenger ad can be customized according to your preferences.<\/p>\n<p>For example, you can either have a plain text message, an image with text or video with text.<\/p>\n<p>To build a stronger rapport with the subscriber, you can send them a welcome message with an intriguing headline and multiple responses to choose from.<\/p>\n<p>Marketers who want to take the users off-site can add CTA buttons like \"Visit our website.\" After you finish customizing the messaging, place the order and the ads will be live.<\/p>\n<h3>Some examples to inspire you<\/h3>\n<h4>Jasper's Market<\/h4>\n<p>Jasper\u2019s Market sends a sponsored message to every user who has interacted with the brand previously. The engaging email copy, image, and actionable CTA \"Start My Order\" would tempt the user to place an order.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-138192\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Jaspers-Market-Messenger-550x978.png\" alt=\"Jasper's Market Messenger\" width=\"550\" height=\"978\" \/><\/p>\n<h4>Daily Cuteness<\/h4>\n<p>Daily Cuteness\u2019 Messenger bot answers the basic customer queries by sharing relevant articles. Many companies do not have a customer support team to personally chat with every user. Bots come to rescue. Draft a human-like copy so that the user is not turned off by irrelevant automated responses.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-138193\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Daily-Cuteness-Messenger-ad-550x630.png\" alt=\"Daily Cuteness Messenger ad\" width=\"550\" height=\"630\" \/><\/p>\n<h4>Pure Vida Bracelets<\/h4>\n<p>Pura Vida Bracelets goes a step ahead and showcases a carousel ad in the Facebook news feed as a sponsored ad. Whenever the user clicks on any of the images, the user receives the same message again. It reminds the users why they clicked the ad and ultimately builds brand recall.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-138194\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/05\/Pure-Vida-Bracelets-Messenger-ad-550x382.png\" alt=\"Pure Vida Bracelets Messenger ad\" width=\"550\" height=\"382\" \/><\/p>\n<h3>Wrapping up<\/h3>\n<p>Facebook Messenger has emerged as a robust platform for advertising by grabbing the customer\u2019s attention on a platform where they spend a lot of time. A combination of social, mobile and instant messaging, Messenger is the direction in which marketing is going in 2019.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"postauthor\"><a href=\"https:\/\/www.linkedin.com\/in\/mohdumairwigzo\/\">Umair Mohammed<\/a> is the CEO and founder of <a href=\"https:\/\/www.zoconvert.com\/\">ZoConvert<\/a> and Wigzo Technologies. ZoConvert is an AI platform to build powerful Facebook Messenger bots.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Facilitate customer acquisition through direct conversation and provide a seamless shopping experience for your prospects on a platform they\u2019re already familiar with An estimated 1.2 billion people used Facebook Messenger every month in 2018. A report by Flurry Analytics noted &hellip;..<\/p>\n","protected":false},"author":96,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[13,12],"tags":[1320,1276],"class_list":["post-138074","post","type-post","status-publish","format-standard","hentry","category-facebook-marketing","category-social-media-marketing","tag-chatbots","tag-facebook-messenger","advicetype-best-practice-advice"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A detailed guide to advertising on Facebook Messenger | Smart Insights<\/title>\n<meta name=\"description\" content=\"Facilitate customer acquisition through direct conversation &amp; provide seamless shopping experiences on a platform prospects are already familiar with.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/social-media-marketing\/detailed-guide-advertising-facebook-messenger\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A detailed guide to advertising on Facebook Messenger | Smart Insights\" \/>\n<meta property=\"og:description\" content=\"Facilitate customer acquisition through direct conversation &amp; 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