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Should You Try Facebook Messenger Ads?

If you have a Facebook business page, you’re probably already using Facebook Messenger, Facebook’s instant messaging app. But did you know that you can now run an ad on Facebook Messenger that lets users engage with your company in real time? The latest feature from the social media giant is available to all Facebook business users and can be seen by any customer who has installed the Messenger app.

How Do Facebook Messenger Ads Work?

Right now, there are two versions of Facebook Messenger ads: ads that appear in the customer’s news feed and ads that appear directly in their Messenger inbox. Both work in pretty much the same way.

Messenger ads that appear in the customer’s news feed look just like any other Facebook ad. On your end, you add an image and select an audience, budget, and placement of the ad. The difference happens when the customer clicks on your link. Instead of taking them to your landing page, Facebook sends them to a Messenger conversation where they can ask questions, retrieve coupon codes, or engage with your business in other ways.

The second version appears directly at the top of your customer’s Messenger inbox. The ads are formatted just like any other Messenger conversation, and invite the customer to engage with you. The only drawback here is that the customer must have had a Messenger conversation with your business in the past for the ad to show up.

Who Can You Target?

Obviously, Facebook Messenger ads can target new customers who may be interested in what you have to sell. They’re also a great way to retarget customers who’ve visited your website but didn’t complete a sale.

Let’s say, for example, a customer searches your website for “green mini-widgets,” visits a few pages and leaves. You then reach out via Facebook Messenger and say:

Hi! We notice you looked at our green mini-widgets today. Do you have any questions we can answer about the product? Or maybe we can we direct you to something else? Right now out full sized widgets are 30% off!

What’s the Down Side?

Of course, Facebook Messenger ads require a little bit of planning. For example, you need to think about who’s going to be available to answer inquiries, and how long it will take for you to post a response. The beauty of instant messaging is that it’s, well, instant. So leaving the customer waiting for an answer for any more than a few minutes isn’t a great idea.

One answer to this dilemma is Facebook Messenger’s feature “saved replies”. Saved replies are canned responses to common questions. They’re perfect for FAQs such as

  • “What are your store hours?”
  • “What’s your address?”
  • “What brand of cowboy boots do you sell?”

You simply create the messages and save them in the Messenger app, then click on the saved reply to send your response.

You can also use a saved reply as the default response when a customer lands in your messenger inbox to let them know when they’ll hear back from you. A simple, “Thanks for your inquiry. You’ll hear back from us in no more than 30 minutes,” is all you need. Just make sure that you deliver on your promise and reply within the designated amount of time.

Another cool feature of the Messenger app is Messenger bots. These automated messages take a lot of different forms, and Facebook supplies a number of templates that you can use. They can reply to inquiries, send helpful suggestions, and even schedule appointments automatically. But, you’ll need a tech savvy person in your organization to set them up.

Bottom Line:

Facebook Messenger ads are a great way to engage customers and interact with them in meaningful ways. With 1.2 billion (yes, that’s billion with a “b”) users, and 100,000 bots to choose from it seems like it’s definitely worth a shot.

At the Carmoon Group, we help your business grow. Our experts are knowledgeable in everything you need to know, from insurance products to risk management solutions to branding strategies and more, Give us a call today to learn how we can help you succeed. Or just fill out our online form and we’ll get back to you right away.  

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Floyd Arthur

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