Let Us Break It Down For You.
In this post, we’re going to explain how Facebook’s new Messenger Ads work in a way that you, the average business owner, can totally understand. Maybe they could be helpful to your business…
“If an email is a knock on the front door, a Facebook Instant Message is tap on the sliding door to the patio”
If you haven’t yet interacted with any brands through Facebook’s new Messenger ads yet, it’s exactly what it sounds like. You are now able to use Facebook’s immensely popular messenger program to:
- send sponsored messages to users that have opted in (kinda like an email list, only with instant messages)
- use messenger as a “destination” for your ads (as opposed to your website or company FB page)
It’s a really new feature, so few really know how and where it is best used. There haven’t been many published tests on its effectiveness, though there are a few tutorials on how to set them up.
So why would you want to run Facebook Messenger ads in the first place?
It’s the way that many people like to communicate. They like instant messengers. The number of users of Whatsapp, FB messenger, Slack, and similar software has exploded in the last several years, and a large percentage of people prefer communicating through them vs. email or phone. Making your business available on messenger makes it possible for people to communicate with you in their preferred medium.
Closing a sale is a race against time and messaging can give you a speed boost. It is widely documented that the longer it takes to contact a lead, the less likely that your lead is likely to convert. Facebook messenger can significantly reduce the time that it takes to respond to a potential lead by alerting your sales team through a push notification that they can respond to immediate. Your Facebook Messenger could be a tool in driving sales.
It is not a cluttered medium—yet. Since most brands have not yet figured out how to use Facebook Messenger ads, few of them are using them in their marketing funnel. While Adwords, FB Newsfeed ads, Instagram ads, and other mature media are a bloodbath, most businesses are still on the sidelines when it comes to FB messenger ads. As long as they stay there, it’s likely that you’re going to get a deal on these placements
You are pinging people’s phones and getting their attention. There are few ways to communicate with customers that are so personal; you’re in a channel that is normally reserved for a small circle of friends. Not only are they more likely to see your communications, they are likely to be a highly engaged segment of your consumer base and possibly a highly profitable one.
It may have some unknown benefit that we haven’t identified yet.
How Does It Work?
There are two types of Facebook Messenger Ads: “broadcasted posts” and “destination posts.”
This type of ad send a message to a customer’s FB messenger inbox.
Since FB messenger is a place that people are not yet accustomed to seeing ads, these placements have sky-high open rates (like 70%-80% in comparison to email’s 15%-20% open rate). For the time being, this presents a tremendous opportunity for a business that knows how to do it right. If an email is a knock on the front door, a Facebook Instant Message is tap on the sliding door to the patio. Customers haven’t become accustomed to filtering out instant messages the way that they’ve learned to ignore email. Jump on that.
This type of ad places the customer in a chat conversation with you.
We’re all accustomed to clicking on a banner ad or news feed ad and being sent to a landing page or maybe even clicking-to-dial a business. Now, a customer has the option to start a chat conversation with you after seeing your ad. This is the digital equivalent of having a sales consultant on the showroom floor to answer any questions that your customers may have.
When should you use Facebook Messenger ads?
Don’t think that you need a new tool just because it’s new.
Messenger ads should be used when they are the right tool for the job. They offer a few unique advantages that could be of value in the right situation. But what are those situations?
When you want to talk to a customer as fast as possible. There are instances that arise in all kinds of business where time is of the essence; when a bad wind storm hits, tree removal companies need to respond fast. If you operate in an industry where being able to chat with customers on demand is a benefit, Facebook Messenger ads may be worth testing.
When you think that your customer may have questions that they want answered now. A customer that spent a decent amount of time on your website without buying anything may have questions about your product. How about a messenger ad inviting her to chat with a rep to ask whatever questions she has? What if purchasing your product or services is a high-involvement decision? Maybe an invite to ask questions to a live person could be helpful.
When you’ve learned that your customers prefer to interact with your employees through Facebook Messenger. It doesn’t take a lot of money to test this out. You may find that your customers don’t want to interact with your employees at all (I admit, I prefer ordering fast food at a kiosk vs. interacting with the charmers that are usually at the register). You could also discover that it works like a charm to give a “nudge” to those customers that are on the fence about your service or product. There’s only one way to find this out.