Messenger has a whopping 1.3 billion monthly active users, making it a top contender in social media in terms of user base and traffic. It is reported that there are 20 billion conversations per month between businesses and users on Messenger, which likely explains why many companies want to use Messenger ads to engage with potential customers.
Companies seeking brand recognition can leverage the popularity and convenience of Messenger to increase awareness of their brand.
There are two styles of Facebook Messenger ads: native sponsored ads on Messenger and Facebook Messenger ads that direct traffic from Facebook and Instagram to view ad content on Messenger. However, both styles share a common goal: to facilitate conversations between businesses and users via Messenger.
Introduction to Messenger Ads
Let's briefly introduce Facebook Messenger ads. There are two types of Messenger ads: Messenger Story Ads (pictured left below) and Messenger Inbox Ads (pictured right below).
Messenger Story Ads
Similar to Facebook and Instagram Story ads, Messenger Story ads appear in the middle of Messenger Stories. These ads are quick, fun, and mobile-friendly, allowing users to engage with the content swiftly.
Advertisers can use Messenger Story ads to increase the reach of their Facebook and Instagram Story ads.
Messenger Inbox Ads
Messenger Inbox Ads take advantage of Messenger's user base to promote businesses to more potential customers. These ads appear directly in the targeted users' inboxes, and clicking on the ad leads to a full ad view with a call-to-action button.
Messenger Inbox Ads are automatically placed in the most cost-effective positions to achieve marketing results.
Note: Messenger Inbox Ads are currently unavailable in the USA, Canada, Australia, and France. Advertisers targeting these countries should continue to choose automatic placements or as many other placements as possible.
Initiating Messenger Conversation Ads
Although not directly a part of Messenger ads, Initiating Conversation Ads are closely related to Messenger. Using the CTA 'Send Message' in Facebook or Instagram ads, unlike typical ads that take users to a landing page, the 'Send Message' button delivers a custom message directly to the user's inbox, such as a discount code, promotional information, or contact details.
This method promotes interaction with the user and delivers the information they need directly, avoiding the dropout caused by clicking on the CTA, thus keeping the user engaged within the platform. This type of ad is straightforward and allows for real, natural conversations with customers, giving you the opportunity to personalize your customer service and tailor the experience for each user.
Reasons to Choose Facebook Messenger Ads
Capture Potential Customers Promptly
Capturing potential customer information becomes extremely simple with Messenger, as it can directly capture the Messenger user information of the clicked user, allowing immediate contact through Messenger, skipping the step of contacting through leads.
Even when users use third-party data collection tools, it can automatically integrate user data lists, collecting information such as user avatars, names, time zones, and gender.
Automated Follow-ups, 24/7 Replies
Being able to chat with potential customers is both an advantage and a drawback. One-on-one chat service is very persuasive and an effective sales channel, but the cost of manual scaling is also high. However, Messenger has its own bot chat reply system, allowing potential customers to follow the set automated replies to find the information they need.
The automated replies are very intelligent and can even perform higher-level sales and replies based on names and geographical locations, giving potential customers a better experience and improving conversion rates.
Once the ad is set, there is no need for manual 24-hour online presence. Under the advertiser's set automatic reply conditions, users can find the information they need based on the set message navigation after clicking the button. The advertiser can still see the conversation between the machine and potential customers in their inbox.
Summary:
Ultimately, every ad is judged by key metrics such as the number of potential customers, cost per potential customer, and sales volume. Only potential customers who have not made a purchase are considered meaningful ads. The advantage of Messenger ads is that they allow timely communication with potential customers, real-time follow-ups, highly personalized replies, and reduce the likelihood of potential customer drop-offs, all of which collectively enhance user conversion rates.
