Facebook Messenger Ads is currently one of the best type of ad campaigns on Facebook. Businesses are racing to find the best methods and ways to optimize this type of ads. So what is it? What are the advantages and disadvantages? How to create it? What are the most effective methods to implement it? Let’s find out all through this article.
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Pros And Cons Of Facebook Messenger Ads For Business
Worldwide, Facebook Messenger had 1,010 million monthly users as of April 2024, according to Statista. The large user base provides businesses with a significant opportunity to reach potential customers.
If you are also looking to grow and improve your revenue, Facebook Messenger Advertising will also be an important campaign that you cannot ignore. The advantages that this type of campaign can bring to you are:
- Easy to create conversions: You can prepare many scenarios to respond to customers. This campaign also shows flexibility when closing orders with customers.
- Nurture potential customers: For customers who have interacted but have not closed the order, you can send reference messages again to give them more buying options.
- Loyal customer care: You can send promotional messages or programs to members from time to time for loyal customers. This also increases conversion rates.
- Better costs than other platforms: Costs for text message conversion campaigns are often high. However, you can easily measure and optimize for good costs.
However, you should also consider that nothing is without its weaknesses. The weaknesses of Facebook Messenger Ads are:
- High competition: Messenger is becoming a popular marketing channel, which means your business will have to compete with many other competitors to attract customers’ attention.
- Ask for permission: To send a marketing Facebook Messenger, you need to get permission from your customers first. This can make it difficult to reach a large number of potential customers.
- Content restrictions: Message content on Messenger is usually short and simple. This can limit your ability to convey your message fully and creatively.
- Dependence on Facebook: Messenger is part of Facebook, so any changes in Facebook’s policies or algorithms could affect the effectiveness of your marketing on Facebook Messenger.
In short, Facebook Messenger is still very important and cannot be ignored if you really want to create conversions and nurture customers who stick with your brand for the long term.
All Types Of Facebook Messenger Ads
Below are three types of message ads available on Facebook, please read carefully to understand and use them:
Facebook Messenger Home Screen Ads
These ads appear directly on the home screen of the Messenger app, where users frequently check their messages. With their prominent placement, these ads easily grab users’ attention.
The ad’s image or video is displayed in full screen, making a strong impression. When users click on the ad, they are directed to a conversation with the business on Messenger or a specific landing page.
This type of ad is suitable for increasing brand awareness, introducing new products, or attracting potential customers.
Click-to-Messenger Ads
These ads are displayed on the Facebook or Instagram News Feed. The unique feature is that the ad’s call-to-action (CTA) button leads users to a Messenger conversation with the business.
This allows you to interact directly with potential customers, answer their questions, and provide detailed information about your products/services.
Click-to-Messenger ads are an effective way to generate leads, increase conversion rates, and build relationships with customers.
Sponsored Messages
These are ads sent directly to users’ inboxes on Messenger. This type of ad allows you to send personalized messages to people who have previously interacted with your Facebook Page or have messaged you before.
Sponsored Messages are a powerful tool for nurturing leads, announcing promotions, or reminding customers about products they’ve shown interest in. However, use this type of ad cautiously to avoid annoying users.
Facebook Messenger Ads Size And Specs
About next part, below are the Facebook Messenger Ads Size and Specs that you need to pay attention to in order to satisfy them all. If you don’t meet the requirements below, your ad may appear corrupted, blurry or distorted.
Facebook Messenger Stories Image Ad Sizes
Display size (recommended): 1080 x 1920 pixels (or larger)
Minimum size: 500 pixels (width)
Aspect ratio: 9:16
File format: PNG or JPG
Maximum file size: 30MB
Facebook Messenger Stories Video Ad Sizes
Display size (recommended): 1080 x 1920 pixels (or larger)
- Minimum size: 500 pixels (width)
- Aspect ratio: 9:16
- File format: MP4 or MOV
Video settings (recommended):
- Codec H.264
- Square pixels
- Fixed frame rate (30fps)
- Stereo AAC audio compression at 128 kbps
- Maximum file size: 4GB
Guide On How To Set Up Facebook Messenger Ads Campaign
After clearly understanding the benefits and defects of Facebook Messenger Ads. You can continue reading immediately for all the steps to create this campaign.
Before start, make sure you have a valid Facebook create account for ads.
Then, go to Meta Ads Manager and click ‘Create’:
Ad objective for ads Facebook messenger
Here, there are a few Ad Objectives that you need to consider choosing for your Facebook Messenger Adverts, which could be:
- ‘Traffic’: This is an advertisement that increases traffic to the website, page, and increases messages about the Facebook Page. You can create ‘Click-to-Messenger’ ads if you choose this ad objective. This format opens a Messenger window when a user clicks on your ad, allowing them to start chatting with your business immediately.
- ‘Engagement’: This is an ad that helps you increase interactions and messages. When selecting this ad objective, you must choose an ad format that has a call-to-action (CTA) button that links to Messenger, such as “Send message” or “Start a chat”.
- ‘Leads’: For ‘Leads’, you can create a form that collects contact information (e.g. email, phone number) and integrate a Messenger button into the form. When users fill out the form, they’ll be redirected to Messenger to start chatting with you.
- ‘Sales’: This type of objective will attract an audience that wants to buy or use your service. For ‘Sales, you can create a conversion campaign and select ‘Click-to-message’. Everyone in your audience who clicks on your ad will start messaging with your business.
Choose the most suitable ad objective for your Facebook Messenger Ads. For businesses that don’t yet have a strong presence on Facebook, I recommend using ‘Traffic’ and ‘Engagement’ first. Once you have a stable number of followers, you can then utilize the conversion objectives.
Set up budget for Facebook Messenger Ads
Typically, campaigns aimed at increasing messages to a Facebook Page can be quite expensive. However, I recommend using a ‘Daily Budget’ and monitoring the ad’s performance daily for gradual optimization.
The budget level depends on your industry, product, and service. It also depends on your spending capacity and the target audience you are aiming for. The recommended spending level for message ads that I find reasonable is from $10 to $20 per day.
Additionally, you can also use Facebook’s CBO (Campaign Budget Optimization). This feature helps you automatically allocate your budget across ad sets to optimize performance.
Target audience for messenger ads
About target audience, I usually learn about them before starting to set up ads. It makes targeting more convenient. You can also refer to my article on Detailed Targeting for Facebook Ads for clear steps to do this.
Pay attention to Audience Size in this step. If you target too broadly, it probably won’t be effective. Or if you target too specific, you won’t be allowed to run that ad because it won’t reach enough people to show the ad.
Ad set up and Ad creative
Next, for Ad setup, this depends on the type of media files you intend to use for the advertisement. You can consider Image Ads, Video Ads, or Carousel Ads. It also depends on the type of content your audience prefers. This requires some research on your part to understand your audience.
Regarding Ad Creative, you must upload your highest quality images or videos. The content should be both engaging and adhere to Facebook’s required dimensions. You also need to ensure that the images or videos for the campaign are not blurry or unclear, so as not to annoy the audience.
The final important note for this section is that you must choose ‘Send message’ as the ‘Call to action’. After that, Facebook will display a notification saying ‘People who see your ad will be able to send a message to your Page’ and a yellow notification with an exclamation mark below indicating that you can only display the ad on the Facebook News Feed. That’s it.
Expert recommend: If you want to choose where your ad will appear, proceed to the ‘Ad Placement’ section. You can also run ads in Messenger Facebook App when selecting ‘Ad Placement’, audiences accessing the Facebook messaging app can see your ads immediately.
Methods To Run Facebook Messenger Ads Effective
After reading and understanding all the simple steps to create a Facebook Messenger Ads, you can continue reading a few methods below. These include the best ways to further implement and make your messenger campaign more effective:
How to set up Facebook Automated Responses?
According to Marketingcharts, the research reveals that a slight majority (52%) of respondents expect a brand to respond to a message posted on one of its digital channels within an hour. This shows the importance of setting up Facebook Messenger automated response to respond to customers when you are unavailable.
To create automated response, you can access Meta Business Suite then do all steps like below images:
Facebook Messenger Automation Tools for business
Facebook Messenger Automation Tools will help you a lot in the process of responding to customers. It is completely different from Facebook’s free automatic message response tool in its optimization, statistics and measurement capabilities.
I have compiled many of these useful tools in the article Facebook Messenger Automation Tools, you can read carefully to choose the best tools to use.
Synchronize brand identity
Most customers will skip your ad on Facebook if your Facebook Page is not meticulously crafted. I recommend reviewing all your Avatars, cover images, and ads. There are many things that need to be done to attract more messages to your Page.
More specifically, synchronize your brand colors and brand design. You need to use a consistent design so customers remember your brand longer. Try to make it beautiful and consistent.
Diverse content on Facebook Page
Diverse content on a Page attracts a wider range of interests, catering to different segments of your audience. This leads to increased engagement as people find content that resonates with them.
When users are engaged, they are more likely to interact with the Page, including sending messages to inquire about products, services, or simply to share their thoughts.
Additionally, varied content keeps the Page fresh and interesting, encouraging repeat visits and fostering a sense of community. This active engagement naturally leads to more conversations and a stronger connection between the Page and its followers.
Run Loyalty program messenger ads
You can absolutely use Ads in Facebook Messenger App or Facebook Messenger Ad in News Feed to notify old customers about new promotions. Or it could be a membership program, loyalty card, prize draw, etc. that target old customers.
Repeating this over a long period of time helps you get closer and create a connection with your customers. It also helps you create an increased number of loyal customers over time.
Couponbirds found that being part of a brand’s loyalty program made 95.3% of people more likely to purchase from that brand over others. 91.2% of people also say they are more likely to buy from brands that offer a loyalty program, compared to brands that don’t.
This evidence is enough for you to understand the importance of a loyalty program for a brand. So try to create the most attractive loyalty programs possible, your Messenger Ads will definitely be effective.
Facebook Messenger Retargeting Ads
Facebook Messenger Retargeting Ads are crucial for re-engaging potential customers who have previously interacted with your brand.
By delivering personalized messages directly to their inbox, you can nurture leads and drive conversions.
To maximize their impact, segment your audience based on their past behavior, craft compelling ad copy with a clear call to action, and utilize visually appealing creatives.
Additionally, timing is key – send messages when your audience is most likely to be active on Messenger. You need to monitor your campaign performance closely and make data-driven adjustments to optimize results. Remember: A well-executed retargeting campaign can significantly boost your return on investment.
>>> Cannot skip: How Does Facebook Remarketing Work? How Does It Raise Your ROI?
Bottom Line
To summarize all the points above, I want to emphasize that Facebook Messenger Ads are one of the advertising campaigns that can significantly boost your revenue. Besides the helpful information I shared in this article, there’s a treasure trove of advertising knowledge in Facebook Ads Tips waiting for you to explore. Strive to gather as much useful knowledge as possible to achieve success. SpeedX Agency wishes you great success with Facebook Ads!
