Breaking News! Facebook Messenger Ads

In Small Business Marketing, Social Media Marketing by Lloyd Bettell-Higgins

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There has been a lot of talk recently about the new changes being made to the Facebook advertising platform and one of those changes could be an amazing game changer for small businesses using this platform for their marketing.

In her article ‘Facebook Messenger Ads are officially here!’ Berta Ventura of cyberclick describes what this new marketing method is. Knowing what these new types of Facebook ads are can really help you understand how you can use them in your marketing strategy.

What are Facebook Messenger Ads?

Until now, Facebook’s chatbots allowed brands to communicate with their users in several different ways, but the advertising messages were quite limited. Since this past November 8th, however, all brands that use Messenger developer tools can use this platform for their advertising on Facebook.

This is extremely good news for advertisers who use this social network to communicate with their potential clients. This option does, nevertheless, come with a series of limitations that advertisers should take into account when creating their ads.

  • Advertising messages can only be shown to users who have an open conversation with the brand, in order to avoid users being spammed.
  • Facebook messenger ads can only contain one image and one link per ad.
  • Furthermore, promoted message campaigns on Facebook Messenger can not be automatically changed to also be published on Facebook or Instagram.

In terms of payment methods, Facebook charges advertisers for each impression, in other words, for every time the ad appears in a user’s messenger. Brands will have to pay for each impression, even if the user doesn’t take any action.

Coinciding with the launch of these Facebook messenger Ads, the social network also announced that it will now be possible to launch ads that are linked to the advertiser’s Facebook Messenger account, encouraging users to initiate a conversation with the brand.

via Facebook Messenger Ads are officially here!

In this article by Jon Loomer, he shows you how this new type of advert actually works inside of the facebook platform.

Messenger Destination in Action

Facebook Messenger Ad Destination

In the first image above, you’ll see that a Facebook ad using the Messenger destination looks just like a typical link share ad. However, when you click the thumbnail, description or call-to-action button, you’re taken to a conversation within Messenger.

The user is presented with a prepared message — or greeting — within Messenger. That could be a bot or it could simply be the message that the advertiser wants to appear for this ad. The user can respond and continue that conversation if they prefer, or act on whatever information is given to them.

via How to Create a Messenger Destination Facebook Ad

But users beware, in this article from Chatbots Magazine they provide you with a little warning regarding using this type advert.

The biggest loose thread for me is use cases. Since launch Facebook has coupled messaging with the idea of AI and customer service. The ecosystem bought in, and everyone envisions a world where you message in to Comcast to ask about your bill rather than call the 800 number. For some reason, AI would work on Messenger and you’d get a better, faster, cheaper answer via Messenger. This seems to be where everyone is looking, although it feels a little off. The two problems are that 1)AI doesn’t exist and 2)No company is buying ads in order to drive customer service interactions. via How does Messenger as an Ad Destination work?

So that is a brief introduction to the new Facebook Messenger Ad type and a few places you can find out some more information.

The biggest drawback I can see using these type of ads is either using a bot to simulate a conversation with your prospective customer or the time taken ti engage personally yourself.

A messenger bot can be pretty good but will never convey the personality all the time and will at some point end up with questions or interations it can’t deal with. If you do it yourself then you really need to commit the time, away from the day to day of your business, to really engage properly with each individual person responding to the ad.

Which ever way you go make sure you create real enagement with the prospect showing that you provide a personalised business for them.