Facebook Messenger Ads

Messenger Ads vs. Facebook Ads – Is the Hype Justified?

Facebook now has 2 billion active users. That’s more people than entire countries!!!

What does this mean for businesses?

An ever expanding, diverse market they can know a lot about (Hint: Audience Insights).

What does this mean for businesses?

More and more brands joining the FB wagon competing for buyer mind-space.

A problem, right?

Well Facebook is Facebook. And since most of its revenue comes from ads, it has launched a “game-changer”. Something that’ll revive the stale Power Editor and Custom Audiences giving businesses the reason to hope.

This addition is known as the Messenger Ads.

Fortunately, [for you], the vast number of businesses online still haven’t fully grasped the potential of Facebook Messenger Ads.

Today, we’ll be talking a bit more about Facebook Messenger Ads and provide some real-world insight into how you can utilize them in tandem with your typical Facebook ads.

But first…

Messenger Ads Won’t Have a Steep Learning Curve

For those of you who have dabbled in the art of Facebook Ads, you’ll find many overlapping elements when it comes to Messenger Ads. The only real difference is the intention behind the ad and how you’ll utilize it within your marketing campaigns.

Messenger Ads follow the same end goals as Facebook ads – Conversions, Awareness, App installs. Additionally, you can customize your target audiences in the same way you do with your traditional ads. So custom audiences and lookalikes stay.

The entire process of setting up the ad is also very similar, you do it through the ads manager. There are slight tweaks you have to do, but the process is essentially the same thing.

But Messenger Ads WILL be More Effective

While there are many similarities between the ads, there are always a few significant differences that makes these ads so effective.

The first element we should look at is intention. Whereas traditional Facebook ads are intended to reach the masses, Messenger ads are designed to engage the user. This could be anything from liking a post to commenting on a video you sponsored.

Messenger ads focus on a personal interaction with the brand based on past participation. They also have three main ad real estate areas;

  • Destination Ads – This shows up in your news feed like a typical ad with the difference of having the call to action specified to “Send Message” versus the “Shop Now” CTA on traditional ads. Once a user clicks “Send Message”, the messenger app opens and initiates a direct conversation with the brand. Later on I’ll talk about how to use this effectively.
  • Sponsored Message Ads – This format allows you to directly send a message to the inbox of a user. This is exceptional for creating targeted actions within your business. For instance, you could directly offer a coupon to your consumer to spend in your store. If the customer responds, you can continue to cultivate the sale until completion…no more down time. The restriction is, the recipient should have interacted with your brand in some way.
  • Home Section Ads – This type of ad shows up in the home section of the messenger app. What this does is merely dangle the opportunity to interact with your business. If someone is interested, they can click the ad and immediately be in a conversation with your brand.

With destination ads, you can combine bots to create a hyper-realistic interactive experience with your lead. However, doing this incorrectly could lead to some devastating results.

Furthermore, there is a certain element of deception as you trick your users in believing that the brand is actually talking to them, caring about their immediate needs. Little do they know; a bot did all the talking.

This is why it’s important you have real people ready to handle the traffic when it comes in, to ensure that the strategy pans out and that you actually do care about what your potential leads might need.

Another major risk of Messenger ads is the “Creepiness factor” of a brand jumping in on your messenger app.

Can you imagine if you and a friend are having a nice chat in a park, and suddenly an insurance company rep jumps in on the conversation and starts offering you their ‘premium package’. You’d instantly get annoyed and in all likeliness, would try to find out ‘who the company is’ to never shop there again.

This is a potential risk of messenger ads, especially in the age of encryption. The idea of “privacy” is becoming ever more important within the digital lexicon, and Facebook Messenger Ads could be considered trespassing.

Eventually, more brands will butt in and if they do so without considering how to utilize these ads effectively, they could ruin the party for everyone.

This is why it’s important to understand the intent of ads types in order to cater your marketing efforts strategically to the needs of the consumer.

This is actually why Messenger Ads and traditional Facebook ads can work so well in tandem.

How to Effectively use the Facebook Ads Ecosystem

You can’t spam your way to more sales, you have to let the consumer believe ‘they discovered the solution’ to be truly effective.

As we know by now, Facebook ads have the intention of reaching the masses. Getting more people to see your brand, to like your content and to follow your feeds. With Facebook Ads, you’re not too worried about conversions and completely focused on engagement and reach.

You want as many likes, shares and comments on your posts as you can muster.

Thus, for regular Facebook ads, you’ll want to focus on more engaging content.

Don’t push the sale, push the ‘feeling behind the sale’. Let’s say you’re selling “things for cats”. On the Facebook Ads platform, you’ll be more effective in making a compilation of “Cat Fails” than promoting a “scratching post”. Your goal here is to get people to interact with the post – not to sell.

Once you have generated enough ‘buzz’ around your brand, you can start strategically implementing the Sponsored Messages category of your Messenger Ads.

You use the traffic generated by the traditional ad and re-target your next ad to those people. You know that everybody who liked, shared and commented at the very minimal expressed interest in your content.

Now it’s time to take that interest and provide incentive for them to engage with your brand. For instance, if we stick to the “Cat Fail Video” as the content used within the Facebook ad, you can create a follow up ad relating back to your product or service.

For example, after someone shared or liked your cat fail video, you can create the follow up ad on ‘How to not fail your cat’. You are now utilizing the very interest they displayed in your content, and turning it on its head, redirecting the response back to the user.

Something like “find out why 99% of all cats can’t resist this scratcher” accompanied with the “Send Message” button, you’ll know that anyone who click that button is on the cusp of buying it.

In this phase, you could set up complex conversation bots to handle the requests or have real people deal with the potential customers. I won’t dive into details about chat bots today, but it’s definitely an interesting strategy.

Nonetheless, with a customer directly chatting to a sales rep, it becomes infinitely easier to convert the consumer.

Understanding the intent behind the different ad formats can significantly increase your odds of making sales. You just need to be smart about it, create an intricate path towards the sale that keeps the consumer holding the wheel [or so they think]

If you want to learn more about how to effectively use Messenger Ads in tandem with Facebook Ads, why not shoot me an email at philip@philipdbennett.com.

The future of Facebook marketing is changing. Let’s grab the first move advantage.

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