The COMPLETE Guide to Facebook Messenger Ads

The COMPLETE Guide to Chatbots & Facebook Messenger Ads

June 10, 2019

Learning how to create Facebook Messenger ads could put you a step ahead of the competition. While it’s a simple as running a Facebook ad and creating a chatbot, Facebook messenger ads are taking over the world. In this article, I’ll tell you why 80% of businesses want to have a chatbot by 2020 and how you can build yours. I’ll go over some of the best chatbot services, and the one I personally use.

Messenger ads are going to have a huge impact on marketing in the next few months, and far beyond that. While Messenger ads have some similarity to other marketing channels we’ve seen before, nothing has been able to offer this sort of engagement in a way that’s so welcomed. People are engaging with Messenger ads in huge numbers, but only if you’re using them correctly.

Of course, complimenting your Messenger ads with chat bots also goes a long way towards making your Facebook ads work. Services like ManyChat allow you to build complex sequences of message that give the customer a feeling of real-time engagement, which helps to humanize your brand and encourage interaction. Messenger bots are a native, engaging tool that every brand can use.

You should be looking to use Messenger ads in the retargeting part of your ad planning. Where Messenger ads excel is in getting warm leads, current customers, and one-off customers to remember and interact with your brand in a way that might feel better for them. Messenger ads that offer some sort of value or have a conversational feeling will work best.

This type of advertising is only going to grow in popularity over the coming months, so understanding how to leverage them could be very important for a social media marketing agency. If you want to offer new, cutting edge services, you need to offer Facebook Messenger ads. This is a quick Facebook Messenger Ads guide will help get you to the point that you can get your hands dirty and get to work.

How Facebook Messenger Ads are Changing Advertising

Facebook Messenger Ads, at their face, look a lot like email, right? You’re sending a message to a customer or potential customer to let them know about something. However, Facebook Messenger ads are much more than that – that’s why so many businesses are looking in to how to use them.

The reason Facebook Messenger Ads are so groundbreaking is that they offer the ability to start a conversation, directly, with a customer. Starting a conversation is really the goal of all advertising. While that conversation will take different forms, it’s always there. When you are running ads, it’s you saying, “Hey, I’m this business and I do that.”

Other forms of advertising skirt around that conversation a lot, while Facebook Messenger Ads just get it started. Phone marketing and email marketing have previously offered this, as well, but they were tough to scale. Phone marketing required human resources, while email scripts were non-interactive. With a chatbot, Facebook Messenger Ads can have a real back and forth with a customer.

This makes your business feel more accessible, real, and human. And it does it in a way that is consistent, not requiring you to teach several employees your brand’s message. This can make the connection you have with a customer go a level deeper, making them more likely to engage with your brand. The more human your business feels, the more engaging it is, the more people will do what you ask of them.

Messenger ads, unsurprisingly, are currently limited to Facebook Messenger. This might be a plus, though, as trademark ad forms have become a staple of social media advertising. For example, SnapChat filter advertising is beloved by many users of the app, and Messenger advertising has the potential to do the same.

 

Facebook Messenger Ads Guide Examples

If you’re just learning about Facebook Messenger ads and Facebook Messenger bots, there are 3 cases that I think you should know about. These 3 businesses used innovative chat bots to interact with their customers in different ways, but each performed very well. Bots like these are what you should be looking to create.

The first business I want to look at is NatGeo Genius. It’s not surprising that National Geographic used media to grow their business in a new, cool way. Here, they promoted their new TV show Genius by creating Messenger bots that spoke in the voice of the shows subjects. People could “speak with” Einstein or Picasso, which was very exciting.

DuoLingo has become iconic for their chatbot, though it wasn’t built in messenger. However, Duo – the DuoLingo owl – has had conversations with millions of users to help them learn to speak whatever language they were learning. The owl has since gone viral, as people find the bots perceived nagging as hilarious. DuoLingo is an excellent example of how chatbots can become a staple of your brand.

Finally, TechCrunch used chatbots beautifully in a way that you could replicate for your social media marketing agency. TechCrunch built a bot with one simple task – to ask what kind of content you like, and send you that content. It’s that simple, but people love it. TechCrunch offers a ton of value by sending personalized, breaking news that their customers were already looking for.

cartoon of a facebook mesenger ads chatbot

How to Create Facebook Messengers Ads Chat Bots

When you know how to create Facebook Messenger ads, you know that chat bots are often the key to making them function. Chat bots should compliment your advertising, serving as an interactive sales funnel. The goal is to make your chat bot the follow through of the ad, keeping people engaged in the conversation.

Many businesses offer these services, so you’ll need to do some research on which is right for you. Consider your needs – what’s your budget, what features do you need? ActiveChat is a great option for more advanced marketers because it offers a ton of customization. ChatFuel is a popular option that offers a ton of integration to Zapier and other tools, but is sometimes overly complex. ItsAlive is a great choice that offers broadcast scheduling for digest content.

The best, in my opinion though, is ManyChat. ManyChat has a free tier which is great for starting out, and offers a streamlined chatbot creation process that makes it easy for beginners. If you’ve used an email sequencing tool, you can use ManyChat. ManyChat also offers growth tools, which can help you get started.

 

ManyChat Features Explained

There are four main features of a chatbot that you’ll need to learn:

The first is sequences, which are similar to email sequences. This starts with one message, which will be the message sent during your ad, or when a customer opens a chat with you on Messenger. Then, when the customer replies, the sequence will continue. You can add content and links to the sequence, and have the sequence change based on certain responses. For example, if you ask a yes or no question you can have the sequence fork when the customer replies yes or no.

Flows are similar to sequences, generally containing several different sequences. This is more of an overarching sequence, covering the entire conversation you want to have with a customer. ManyChat offers a visual flow editor that makes it easy to see how the flow will work. Flows are a sort of thought map or campaign plan for the conversation.

Broadcasts are a message that is sent to everyone that has opted in to your business’ Messenger. These are best used for promotions or digest style content. You should use a broadcast when you want to deliver a message to your entire audience. Maybe use a broadcast to announce a sale, a stream, or exciting news.

ManyChat widgets allow you to build your chatbot into a website. Bar widgets create a simple Messenger bar on your website, while Modal widgets appear as a box on the screen. Slide-ins are like Modal widgets that slide-in as people scroll, while Page Takeover appears over the entire screen. Button and box widgets are embeddable widgets that let people click in to your Messenger.

ManyChat also offers a variety of grow tools:

Landing Page is a tool that creates a landing page within Messenger. This lets you facilitate sales in-app, and is great for businesses or products without a website.

Messenger Ref URL is a URL which opens your Messenger, allowing you to send people there directly.

JSON Facebook Ads let you open a conversation with people who click on an ad. This is a great way to follow up with someone.

Facebook Comment Messenger Bot is a tool that sends a message when a person has commented a specific phrase. You can use this to warm people up with a post, then engage them privately.

Facebook Messenger Code is a tool that is similar to a Snap Code, opening your Messenger when scanned. Use this on a business card or in an image to get people into your Messenger funnel.

Customer Chat puts your Messenger bot on your website, allowing you to interact with customers as they first start to engage your business.

Checkbox is a simple button that people can click to opt-in to your Messenger where you already collect contact info. This can help you interact in a larger variety of ways with already interested customers.

 

How to Create Facebook Messenger Ads in Ads Manager

To create a Facebook Messenger ad, go to the Facebook Ads Manager. Select the objective of your ad – engagement will typically work best. Set your audience, preferably using a look-a-like or retargeted audience. When selecting your placements, choose a placement that allows for Messenger.

The most basic form of Messenger ad is the direct Messenger placement, which appears as a message at the top of someone’s inbox. Banner Messenger ads appear within the app, but not as a message – these are a good but not overly impactful branding tool. And a Click-to-Messenger ad is a Facebook feed ad that will allow a customer to opt-in to receive a message from you.

The direct Messenger placement, is generally best. When it comes to creating the copy, try to be conversational in the tone of your brand. Build copy that engages the customer, and use a question as a call to action. You can then use the customer’s response to launch them in to a Messenger sequence.

Messenger ads are simple to run, but hard to master. Know how to create Facebook Messenger ads and Messenger chatbots, and you can offer an extremely valuable service. These types of ads can do great things for many businesses, and that will only be more well-known as time moves on. Now you know everything you need to in order to get started, so there’s no excuse for you to not give it a shot.

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