Facebook Messenger is an instantaneous way to stay in touch with family and friends, but recent innovations have turned it into more: a powerful method for businesses to connect one-on-one with potential customers.
In late 2017, Facebook introduced Facebook Messenger ads. There are three main types of paid posts available:
- Destination Ads. Users see “Send Message” as the call to action on the post.
- Sponsored Messages. Deliver specifically crafted messages directly to a user’s inbox.
- Home Section Ads. Shows up in the home dashboard of the Messenger app in between other messages.
To see the ads in action, here are some examples from Facebook: https://www.facebook.com/business/ads/messenger-ads
Facebook has more than two billion users and 1.3 billion of those are on Messenger. Paid Facebook ads have become a popular way to reach consumers, especially as new privacy policies and algorithms have limited the reach of organic posts.
But are Messenger ads a good opportunity for your business, or are they overkill?
Consider the pros and cons to make your decision.
- More direct contact with customers. Messenger ads allow businesses to directly message potential consumers — sort of like the cold calling of social media.
- Reach people faster. More than two billion messages are sent between businesses and consumers each month. And, according to Facebook, 53% of consumers are more likely to buy from you if they can message you.
- Ads can be personalized. Similar to the LinkedIn Sponsored AdMail, you can create customized ads for specific audience demographics.
- Build localized brand awareness. More so than Google or Yelp, Messenger ads can help target consumers in a particular city or area. This could be handy if you rely on foot traffic for your business.
- They can start a longer conversation. A prospect might not necessarily buy after one message, but it can be a way to initiate the conversion process and generate interest in a free offer or brand awareness.
- It can be seen as an invasion of privacy — particularly if you choose the Sponsored Messages where ads are delivered right to a user’s inbox. Not all prospects will respond well to more personalized brand messages. You’ll have to really know your audience to understand if it would work for your business.
- It can be difficult to get the message right, especially with Sponsored Messages or Home Section Ads. It can be easy to come across as too pushy or salesy with this method of advertising, so it will take some time and thought (and possibly A/B testing) to craft a communication that connects with your audience without turning them off your brand.
- Fast responsivity is key. When you are using Messenger for your business, or any similar live chat function, it’s important that you respond to inquiries quickly. Facebook tracks the speed of response and uses that in its algorithms. If you don’t have a designated responder in your business, consider investing in a chatbot or other automated service.
- Costs can add up quickly. Like any pay-per-click marketing campaign, honing the right message can take time — and money — before you begin to receive a return on investment. It’s important going in to consider your game plan and develop a strategy for adapting if your ads don’t land as intended.
Facebook Messenger ads aren’t going anywhere and are an effective way of reaching a wider audience. They should be considered as part of a larger PPC strategy, depending on your audience.
You don’t have to undertake your social media advertising alone. At DigiForce Marketing, our PPC experts can help you hone your message, track results, and pick the right advertising platforms for your business.
Get started on your social advertising strategy today. Call us at 1-888-701-4441 or visit www.digiforcemarketing.ca.
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