How to Take Advantage of Facebook Messenger Ads, the Platform’s Newest Ad Option

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Earlier this year, Facebook announced that it would make Facebook Messenger ads available to users throughout the world. In a blog post on the subject, the company stated, “After promising tests in Australia and Thailand, we’re expanding the beta further. We’ll now offer businesses around the world a way to use Facebook targeting to extend their reach to people in Messenger. People will see Messenger ads in the home tab of their Messenger mobile app. When they tap on an ad, they will be sent to the destination chosen during ads creation. This can be your website or a Messenger conversation.”

This is big news for marketers. Facebook already offers organizations several ways to reach customers through a targeted approach. Now they’ve added what may be their most useful feature to date. With approximately 1.2 billion active users each month, Facebook Messenger is a very popular service. Marketers can take advantage of this new ad option and the new features it offers, like Facebook AI chatbots, to greatly expand their marketing campaigns.

What is the Appeal of Messenger Ads?

As this video shows, Facebook Messenger takes up a large portion of your screen when it’s in use. This helps marketers overcome one of the main hurdles to reaching customers online: distraction.

The typical computer, phone, or tablet screen is filled with content when the device is being used to browse the internet or access Facebook. Potential customers are constantly bombarded with distractions. Because Messenger takes up a lot of digital real estate, that’s less of a problem for marketers.

Messenger Ad Best Practices

Although these types of ads have only been available for less than a year, it’s important to plan out campaigns in order to reap the most benefits. Marketers certainly can design ads that simply redirect users to their website (or other page), but that’s not all that different from a traditional Facebook ad. The only difference is that users find it in the Messenger app, instead of their news feed.

Instead, marketing teams should consider developing chatbots to take full advantage of this new option. Chatbot technology is constantly improving, providing users with increasingly realistic and useful experiences.

A chatbot allows you to craft a branded identity that customers will associate with your organization. It also allows you to tailor your ad to a potential customer’s needs more effectively. A chatbot can ask questions, answer questions, and generally serve customers with greater specificity and authenticity than a simple ad. Marketers can also use the information gleaned from a customer’s chat to better understand their audience.

Although Facebook Messenger ads are still in their infancy, it’s easy to see how they can play an extremely valuable role in a marketer’s toolkit. You just need to make sure that you’re planning a campaign that takes full advantage of their potential.

Contacts and sources:
Josephine Perry
makesnaps.com