Facebook Messenger advertising provides content marketers the opportunity to engage audiences within the messenger app. Messenger ads are created through the ads manager platform and can utilize the same creative as other ads running throughout Facebook and Instagram.
When is Facebook Messenger Advertising Suitable?
Like all marketing strategies, Facebook Messenger ads best serve a specific goal, audience, and context. Marketers may consider Facebook Messenger ads when looking to target specific audiences or users with targeted interests. Messenger ads use the same audience targeting system as other Facebook ads including geographical demographics, age, gender, and drill-down interests. Marketers can also test audience targeting for their Messenger ads through A/B Creative Split Test Ads. In an A/B Split, marketers create two target sets with a variable element to determine best results.
Other suitable goals for Facebook Messenger ads include initiating direct communication with relevant audience members and resuming direct communication with an audience member previously engaged through messenger.
Examples of Facebook Messenger Marketing
Facebook Messenger ad styles include Messenger ads, Click-to-Messenger ads, and sponsored messages. Each style targets a different placement and audience action within the Messenger app.
Messenger ads may be the most familiar format. This option is an extension of the recognizable Sponsored posts, but placed within the Messenger app. Audience members will see these ads when checking recent messages within Messenger.
Click-to-Messenger ads appear in Facebook and Instagram news feeds. These ads include a call-to-action to encourage users to click. When audience members click or tap on this ad, the Messenger app will open, immediately initiating a conversation with the advertiser's messenger bot. The audience member will read the customized message within Messenger and then click on customized Quick Reply options like "Get Started" or "I would like to learn more," which direct users to a target destination for additional lead nurturing or conversion.
Sponsored messenger ads target previously engaged audience members through Messenger. These ads are labeled "Sponsored" within the chat window and are sent directly to all users who currently have an open Messenger chat with the advertiser. The ad can include a dynamic link with an image as well as chat text to create an organic feel within the chat window.