How to Create Messenger Ads on Facebook

A Facebook Messenger chatbot is a powerful tool that can help you drive sales, increase conversions, and qualify leads. Bots simply provide a more effective, engaging way for prospects to engage with and learn about your brand—and all on a platform they’re already familiar with. So the more users you can get to engage with your bot, the better results your business will enjoy.That brings us to the million-dollar question: How can you attract more users to your bot? What’s the best way to get more prospects to initiate conversations with the chatbot for your business? The secret lies in Facebook Messenger ads. Here’s what you need to know about how to harness the symbiosis of Messenger bots and Facebook ads to boost the success of your business.

What are Facebook Messenger ads?

Simply put, they’re Facebook ads that are either shown in or direct users to Messenger, Facebook’s chat platform. There are three types, but the objective is the same for them all: Get more users to start a conversation with your business via your Messenger chatbot.

Why Facebook Messenger ads are so effective

Facebook Messenger is a place where people communicate mainly with family and friends. It’s an intimate, informal space where users have conversations that are important to them. That’s why offering them the opportunity to engage with your friendly, helpful bot in this same virtual venue brings such high returns. Users are so much more likely to read and take action on content you send them on this platform than through other mediums like email. In fact, Messenger messages boast 80% open rates and 10x higher CTRs than emails do. That means you want to do everything possible to bring more users to Messenger to engage with your bot, and Messenger ads are the best way to do this. Make it easy for users to get to your bot— either by advertising right within Messenger or smoothly redirecting them there—and your business will reap the rewards.

The three types of Facebook Messenger ads

Most any business that sells a product or service online can benefit from a chatbot, and the success of a chatbot can be drastically improved with Facebook Messenger ads. In order to plan your strategy, it’s important to understand the three different types of Messenger ads available to your business.

#1. Click-to-Messenger ads, also known as destination ads. We’ve talked about this type of ad before here on the Chatfuel blog. Click-to-Messenger ads are exactly what they sound like: A Facebook ad where the call-to-action button, when clicked, will lead the user to a conversation with your bot in Messenger. Taking users from an ad to an engaging conversation with a bot (instead of a static landing page) is a far more effective way to qualify and convert leads. To set up a click-to-Messenger ad in Facebook Ads Manager, simply select Messages as the consideration, and set the Message destination as Click to Messenger.

#2. Sponsored messages. It’s free to send a promotional message to anyone who has engaged with your bot in the past 24 hours. If you pay for a sponsored message, however, the rules for contact become much more flexible. They allow you to send a promotional message to subscribers who have engaged with your bot at any time in the past, as long as they haven’t unsubscribed since. This type of Messenger ad is extremely powerful, because your message will appear in the user’s inbox right alongside those from their friends and family. They’re already in the mindset of opening and reading each message from loved ones, so they’re highly likely to treat your message the same way.You can follow Facebook’s step-by-step instructions to set up this type of Messenger ad. Note that by default, your message will be sent to all users that have an existing conversation with you in Messenger. If you want to target only a specific group(s) of users based on factors like location, demographics, or interests, you can do so in Advanced Options under Audience in Facebook Ads Manager.

#3. Messenger home placement. The third type of Facebook Messenger ad is the easiest to implement. If you already run Facebook ads, you can use the same creative and targeting for this type of ad—you simply have to select the placement Messenger – Home. This means your ad will show up in between message threads in a user’s inbox. When the user clicks on your ad, they’ll be seamlessly directed to a Messenger conversation with your bot in one easy tap. These ads in Messenger are simply another effective way to introduce your brand in a space where users are likely to be receptive. The old adage of the real estate business applies nicely here: Location, location, location!

Tracking the success of your Messenger ads

Monitoring Messenger ad performance is a crucial component of success, because you want to make sure you’re getting the best results possible for the money that you’re spending. Plus, constantly updating and improving your ads is a must in order to keep up with competitors, and to keep your content fresh and engaging. An ad that performs well in the first week may simply end up wasting money the next. At Chatfuel, we recommend setting up a Pixel—a Facebook analytics tool that allows you to track how well your ads are doing. For starters, it can help you zero in on your ideal audience and identify the Messenger ads and ad types that are working best for you. Pixels provide a wealth of other useful data, too. Knowledge is power: Use the knowledge your Pixel can gather to fine-tune your Messenger ads.

Avoid common mistakes

Facebook now has over 2 billion users. That means your business is certainly not the only one vying for their attention. Ad competition is fierce. As a result, you’ll need to do everything you can to create highly effective Messenger ad campaigns that stand out. For best results, make sure to:

  • Waste not. Failing to carefully select your target audience is the best way to waste your ads budget. Like any other ad type, Messenger ads must be shown to the right people to produce results. Take advantage of Facebook’s detailed targeting options—including Lookalike Audiences, as well as our Pro feature People Tab. If you don’t, you risk wasting precious ad dollars on users who are unlikely to be interested in your content, or who have already seen or engaged with it. Avoid moving too far to the other end of the spectrum, either: An audience that’s too small means that lots of people who may well be interested in your messaging won’t be exposed to it.
  • The creative is still king. Any ad is only as great as its creative. Ads in Messenger or ads that lead to Messenger rely on well-written copy and engaging images/video for success just as heavily as any other ad type.
  • Learn from the past. Study your previous ad campaigns as well as your organic posts. Take note of what performed well and what didn’t, and use that information to design your Messenger ads. Then, once you begin your campaigns, track their performance. Learn from your mistakes and build on your successes to maximize your Messenger ad performance.

Supercharge your bot with Messenger ads today

Already have your Messenger chatbot up and running? Get more users to your bot by advertising on Facebook with Messenger ads! Here are some more in-depth resources to help you set up each of the three ad types:

Don’t have a Messenger bot for your business yet? We can help with that! Start building your fully functional chatbot with Chatfuel today for free. You don’t need to enter a credit card or have any special skills to get started with our easy-to-use platform.