Getting Started with Facebook Messenger Ads

Getting Started with Facebook Messenger Ads

By Brandon ZingaleOct 27 /2020

In the ever-changing world of social media, there are many ways to advertise your business. At the top of the advertising list is Facebook. You can advertise to Facebook’s audience network, Instagram, and Facebook feeds and videos, but the newest and possibly most effective way to advertise on Facebook is with Facebook Messenger.

Overall, messaging apps now have more users than social networks. Facebook Messenger alone has 1.3 billion monthly users. It makes sense to start running your ad campaigns on these apps.

In this blog, we will show you how to get started with Facebook Messenger ads, along with a few do’s and don’ts when advertising.

Direct Traffic to Messenger

First, you will need to guide your potential customers to your Messenger inbox. The Click-to-Messenger ad format conveniently lets you drive traffic directly into Messenger.

click to messenger ads email collectionThis ad type can be used across all Facebook placements, including Instagram or Facebook News Feed, and Messenger stories.

Target Your Audience

If you already advertise your business on Facebook, you’re probably aware of how well Facebook’s ads manager lets you reach your target audience. If you are using Click-to-Messenger ads for the first time, it’s the same process as any other ad objective, except you will select “Messages” as your campaign objective, allowing you to use Facebook’s message apps to target your audience.


Create Custom Messages

Once you have selected your objective and created your ad sets and ads, you can link your ads to a custom flow. In the “Messenger setup” section, go to the “Custom” tab, select “Custom welcome message” and click “Create message.”

Here, you can set up the first message people are sent when entering the Messenger channel and even add custom quick replies for users to easily select.

Using Click-to-Messenger ads with customized flows can help maximize your click-through and conversion rates and increase that return on ad spend as well.


Click-to-Messenger Do’s and Don’ts

Now that you have the tools you need to run a Click-to-Messenger ad campaign, let’s dive into the do’s and don’ts of these ad types:

Click-to-Messenger Do’s

  1. Keep it simple: Communicate key points immediately, as this aligns with people’s expectations for messaging as a channel.
  2. Use quick replies: It saves time on the user’s end, giving them options as opposed to figuring out what to type.
  3. Provide value to the consumer: Carefully craft your message and ensure that it clearly communicates customer value

Click-to-Messenger Don'ts:

  1. Add too many quick replies: This would flood the message screen and increase the likelihood of customers tuning out the message. Keep your quick replies around 2-3 total.
  2. Add too much message: Same as above. We want to focus on the key points here to drive consumers to converse and convert.

Get Started

If you aren’t using Click-to-Messenger ads yet, we highly recommend testing them out for your business. With the right audience and messaging, you may just be surprised at how well they perform.

The New Demand Generation

The Author

Brandon Zingale

Brandon sets measurable goals for clients and helps them achieve them through a social/paid strategy based on conversion optimization and brand awareness. He has more than eight years of experience in the social media realm and has worked with Fortune 500 companies such as Verizon, Wells Fargo, Coca-Cola, Domino's Pizza and many more. Brandon holds a Bachelor of Arts in Strategic Communication.