13 min read
There is no other platform on the planet that offers the advertising opportunities of Facebook. Its massive tentacles reach nearly every continent and island on the earth. One of the robust opportunities afforded by Facebook is Messenger Ads.
Messenger was born from a chatting app in 2008. The company revamped the service in 2010, adding an IOS and Android app in 2011. Messenger now boasts a desktop site for Windows and MAC and supports: chat, money transfer, voice and video, and several other enhancements.
A Messenger improvement that should be a “sweetening of the pot”, so to speak, is its addition of business interaction. Users can track purchases, receive notifications, and converse directly with a business. The opportunities for ads in Messenger have never been more significant.
Messenger Ads Statistics:
- Every month, 20 billion messages are exchanged between users and businesses.
- Messenger has a 70% better open rate than email.
- 23% of the world’s population, over the age of 13, use Facebook Messenger.
(Image Credit: DSIM)
Direct communication channels can quickly annoy, overwhelm, and/or burn out consumers. When marketers and salespeople see an opening, they continually strike until the channel simply doesn’t work anymore. One channel that has stood the test of time is email. However, even that venerable marketing channel is feeling a bit weathered.
The world is moving away from email as a way to communicate. Email fatigue has been setting in for quite some time. Consumer inboxes are overflowing with lack of use and/or unopened messages. People are exhausted with the unsubscribing process and subsequent deletion steps.
117 million emails were sent to consumers on Black Friday in 2020, with an additional 106 million sent on CyberMonday. Consumers experienced bloodshot eyes from the urgency notices, “this is your last chance” warning, and the endless upsells.
New Technology of Messenger Bots
Messenger chatbots are single pieces of code that utilize artificial intelligence to interact with customers. Every expert and those in the know say Messenger Chatbots are revolutionizing how companies interact with those outside the business.
Advanced ads in Messenger bots understand what is being asked and respond in a human way. Automated Chatbots are transforming customer service, sales and marketing, and the business structure.
Chatbots and Automation: the Future of Business Interaction.
At last count, in 2018, Facebook reported over 30,000 active chatbots for its Messenger platform. Bots are increasing in popularity and usefulness across almost all platforms.
Time-honored marketing concepts had the inbox as the destination of choice for marketing first touch. Now, live chat is the place to be. 73% of consumers prefer chatbots over email inboxes; consumer behavior is making dramatic changes in customer service and sales. Businesses are finding they must now go to where the customers are. That is messaging and chat. Here is an example of a Messenger Chatbot:
(Image Credit: ManyChat)
In simple terms, people want information delivered to them in the fastest way possible. Chatbots and their automation provide real-time answers in an easy, conversational method. Automated bots are being humanized and provide businesses precisely what consumers are looking for. Real human interaction!
Chatbots are revolutionizing sales and marketing. These automated pieces of code deliver the sales process, with little to no human interference, from start to finish.
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Facebook Advertising
A fundamental advantage Messenger has over the multitude of other platforms is Facebook itself. The social media giant reaches over a third of every person on the planet. If Facebook is your advertising destination of choice, advertising on Messenger is a seamless extension of the platform.
Facebook Messenger advertising is not a matter of finding enough people to deliver your message. It is narrowing the field down from the 1.3 billion active monthly users to the niche that want to buy your products or services.
If Facebook or Instagram is your base advertising platform, the creatives work with Messenger. Ads are delivered automatically to the lowest cost, highest conversion space possible. As always, Facebook and Messenger provide a detailed creation page with answers to every possible question.
Creating a Messenger Bot is another simple process for Facebook users. You must have a web page for referrals, calls to action, or direction from the chatbot. Chatfuel is the go-to site for creating a Messenger Bot. The site offers a free tier and then monthly paid options.
Facebook messenger advertising and its bots are tied together seamlessly. Users do not even need a Facebook page, and you can follow up with a customer after they have left the application. For example:
(Image Credit: Hootsuite Blog)
Facebook is extremely progressive in its advertising interaction with consumers and paid users. Facebook’s technology far exceeds other social media platforms by a wide margin.
That being said, you still have to take the time to understand each creation point. The number of people on the Facebook platform is enormous, and advertising must continuously be refined to reach the right consumer.
Why Should Your Business Use Facebook Messenger?
Facebook messenger advertising is a platform that is primarily used for intimate and personal interactions rather than large volume advertising. Businesses start to wonder if Messenger is worth the effort, and if their brands would be a good fit.
Here are some points worthy of consideration.
- Mobile disruption and the consumer shift are happening much quicker than anyone realizes. Facebook product manager, Kemal El Moujahid, has stated, the shift to advertise on messenger is primed for rapid evolution. People are already active with messaging apps-so it is not a big leap; from messaging friends to messaging businesses. Moujahid stated:
“Messaging experiences run on top of the mobile OS layer, and this stack is already much more standardized than the various mobile devices could ever be. And in places like China, the shift already happened: 40% of WeChat users message with a business every day (source: Qi’eZhiku 2016).”
Facebook developers are doing their best to emulate WeChat’s business acumen. Over 560 million users log in to WeChat daily, messaging friends and conducting a wide range of personal activities. Booking a taxi, managing their banking accounts, doctor’s appointments, playing games are all part of the WeChat experience.
Messenger is still proving itself as a center for business communication. The application is building its case as a customer service platform. The everyday activities Facebook is aiming for has yet to arrive. The tools are there, but not the flood of consumers.
- Messaging has become more than merely simple communicating. Facebook wants to see Messenger bots go to another level and make them so compelling; users tell their friends.
Bots are becoming more complex every month.
Bots are evolving into full-featured experiences.
Business users who want to advertise on Messenger must realize the opportunity. Rather than a bland run of the mill interface, businesses should develop a bot that is unique and compelling.
Interaction with consumers is the key. Businesses must understand how to collect these experiences and why they are essential and fresh. Business owners must develop their app to improve a person’s day to day walk through life.
- Everyone is messaging on some type of application and the time spent is increasing across the world.
FACT: “According to Flurry Analytics, time spent on social media and messaging increased a staggering 400% last year. Businesses are starting to realize that they need to communicate with users where they already are, and that chat provides a superior experience: email is spammy, text is very limited and phone calls require someone’s undivided attention.”
Messaging is now outpacing the total user base of social media by a wide margin. Brands need to nurture this change and go where their customers are. Another influence may be the growing popularity of advertising on social networks, and people may be looking for privacy in messaging app.
(Image Credit: MobileMonkey)
Bot Analytics
Facebook messenger ads are forging ahead in advanced technology options for Messenger bots, including analytics for businesses. This set of tools will help developers and users to know exactly who is interacting with their bots.
Once users have a deeper understanding of customer behavior, they can better tailor the bots to specific user groups. Drilling down to specific users is the key to any successful advertising campaign. For instance:
(Image Credit: ClickZ)
Facebook has developed an AppEvents API for custom logging, tracking, and other functionalities.Facebook is making it easier for developers to build their API interface to extend individual businesses’ use.
The Messenger Bot has not received the traction Facebook had hoped. Users still perceive Messenger as a primary messaging app and nothing more. Facebook is working hard to change this perception.
The target for Messenger development is small business.
Facebook feels this group can benefit the most by reducing labor costs and providing a more robust customer support system. Focusing on this group makes a lot of sense from several perspectives.
Expect Facebook and Messenger engineers to release a flood of tools in the near future, to help develop the messaging app.
Best Practices for Advertising on Messenger
Modern advertising opportunities exist everywhere. Businesses must be able to find the potential openings where they exist. Remember, a few short decades ago, email and the web were none existent.
- Run ads on Facebook messenger advertising when your business can connect quickly. If the business requires immediate follow-up, schedule ads to run when the firm is prepared to connect with customers. It is recommended to run ads during business hours.
- Use an integrated CRM manager or lead capture service to collect customer leads. The longer you wait to connect with a customer, the lead quality goes down dramatically. You lose a customer, if you do not reach out in the first five minutes of contact. A vast majority of sales teams do not respond anywhere near a five minute or less time. If possible, connect with your lead at once, then manually download the lead to a CRM manager.
- Your customer may be a late sleeper or early riser; connect when it is most convenient for the consumer. Another option, respond immediately with a questionnaire to see when the most convenient time to connect. Reaching out immediately will lead to a more positive experience and maximize conversion rates.
FACTS: In 2020, the global artificial intelligence (AI) software market is expected to grow approximately 154% year-over-year. In fact, Chatbots fueled by AI are predicted to handle 85% of customer service by 2020. (HubSpot)
Use an instant contact form to collect information from your customer.
- Use an image or video, relevant to your product. Images will increase conversion rates, use the visualization as a “Call to Action.”
- Suppose your team expects to receive hundreds of calls in a short time, schedule ads to appear when your team is ready. Not answering a call can do irreparable damage to your reputation.
- Use a lookalike audience to emulate your customer and find similar characteristics for targeting. If possible, gather previous customers to critique your instant form and Messenger ad. Previous customers can provide valuable insight into ad placement and visuals.
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Consider these tips to help with conversion.
- Messenger ad is a shift from traditional spots to a more conversational tone. The relationship you are having with customers will change from general to personal or public to private. Even though the Messenger app is the most downloaded messaging app globally, only 31% of businesses are using it. The opportunities are enormous.
- Two possible placements exist with Messenger ads; a click to messenger ad appears on the user’s timeline and the second is a placement inside the app itself. This placement can start a conversation or take the customers to a landing page.
- Two primary formats exist. The first format is a sponsored ad that resembles a message. The second format is a home screen ad that is a standard Facebook advertisement.
Marketing and sales managers are always looking for the next big thing. Something new and exciting that consumers have yet to explore. New channels that are less expensive and to the point.
Facebook Messenger ads is a channel for new and older advertising businesses who seek to get to a younger audience. Messenger is a conversational platform that is unique just as Facebook has been for millions. Rather than trying to sell a customer some type of product, businesses should try to start a conversation and educate customers on the benefits of their products/services.
The game has changed in advertising, the new paradigm is social media advertising. Instead of the traditional call to action statement of “Buy This Product”, it is “Let’s Start a Conversation.” For example:
(Image Credit: Publer’s Blog)
Traditional advertising has ads sending consumers directly to a landing page. The new facebook messenger advertising style, engages customers first without asking them to buy. Advertisers are asked to create a friend from the beginning.
The strategy is keeping customers engaged and on the platform. Sell the company first. The main purpose of this type of advertising is, generate a real, organic conversation with the customer. Rather than treating them like another name on the list.
Why you should absolutely start Messenger Ads today:
- You are reaching people faster on the medium they use daily. Customer support is growing fast on messaging apps. If your business is not on some type of chat, or messaging app, you are losing out on a lot of customer interaction and sales.
- The change in sales and marketing is happening now, whether businesses are prepared or not.
- Personalization in advertising is the key to conversions. If a customer has interacted with your advertisements in the past, you can drop a branded personalized message right into their inbox. You are not restricted only to a news feed; you have the ability to reach out by a direct personalized message.
- Building localized brand awareness is a great feature of Messenger. Use the new “Local Awareness” feature and create a newsfeed ad that delivers local engagement. Select a specific local group and target the exact customer for your product.
In an age where targeting anyone close to you has become all but impossible, Messenger allows advertisers to target local groups. Design an ad that appeals to a specific group in your region.
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FAQ’s
Facebook Messenger Ads allow your business to reach out to potential customers through the Messenger app. Each Facebook Ad you post can start a new conversation with a new customer with just a click of a button.
Yes, Facebook does use Messenger for Advertising. There are two ways to use Messenger for Advertising. The first way is to put Ads in your Facebook stories. This is a feature that allows users to put short pictures or videos into a story for everyone to quickly glance through. The second way is to use chatbots to help customers find what they are looking for easily.
Facebook and Messenger are linked because Facebook owns the Messenger app. Messenger replaced the Facebook Chat allowing users to still easily communicate with each other through instant messages. However, you can still use the Messenger app without having a Facebook account.
To create an ad on Messenger:
- Go to the Ad Creation Menu.
- Determine an objective for your advertisement.
- Select the placement you desire, Messenger or Story ads.
- Choose between Manual or Automatic placement.
- Fill out the Audience, Budget and Schedule sections.
- Select format and complete your ad.
You do not need to be Facebook friends to use Messenger. If you do not have a Facebook account you can still use Messenger. When you get on to the app it will ask if you want to link any of your contacts from your phone and add it to your Messenger contacts. You can then decide who you wish to contact and who you wish not to.
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Archana K says:
I have not explored Facebook Messenger marketing, but the article compels me to give it a shot. Thanks!