Run ads on Messenger effectively. Should I run interactive or text ads?

When message-based ads appear on the News Feed, they still look like regular ads. However, a “Send Message” button will appear in the bottom-right corner of the ad.

When viewers click on the ad, they will be immediately redirected to the messaging section of the Fanpage.

2. Messenger Inbox

When users click on the ad, they will be taken to the detailed view in Messenger. At that point, the full content of the Messenger ad will be displayed along with a call-to-action button. Messenger advertising is a highly effective form of advertising, which is why it is quite popular on Facebook today.

3. Messenger Stories

Ads will appear through Messenger Stories, placed between users’ Stories, similar to Stories on Facebook or Instagram. Therefore, utilizing Stories for advertising helps expand the reach more effectively.

III. When should you run ads on Messenger?

Typically, Messenger ads are used to promote a sales campaign. The promotional information will be displayed in the post, but when customers see it, they might hesitate or feel too lazy to explore how to claim the promotion. At this point, the CTA (Call to Action) button helps customers solve this issue, as every Facebook Messenger ad can include a CTA button.

In addition to promotions, you can also run Messenger ads for other purposes, such as introducing or selling products, advertising apps or games, etc. It is crucial for marketers to be creative and research the suitability of their product for each advertising option.

IV. What to Prepare for Messenger Ads

To run Messenger ads on Facebook, you need to prepare the following:

• A Facebook Ads account
• A Facebook Fanpage to run the ads
• Ad content (Post, images or videos, and a CTA button)
• An international Visa card for paying the advertising costs

V. Detailed Steps to Run Ads on Messenger

Currently, there are two ways to create Facebook Messenger ads: Ads Manager or Power Editor. Among them, Ads Manager is part of Facebook’s ad creation platform, making it much simpler for beginners. In this article, Ori will guide you through the steps of running ads using Ads Manager.

Step 1: Access Ads Manager, click on “Objective,” and select “Traffic”

Note: Messenger ads must use the Traffic objective; they cannot be created with other ad objectives.

Step 2: Check the “Website or Messenger” box

This step lets Facebook know that your ad will run either for a Website or within Messenger.

Step 3: In the “Placements” section, click on “Edit Placements”

In the “Device Types” section, select “All Devices,” and in the “Platforms” section, only select “Feeds” while unchecking all other options. By doing this, you can run Messenger ads.

Step 4: In the “Format” section, select “Create New Ad” and then click on “Single Image”

Step 5: Set up the image details for the Messenger ad

In this step, you can either choose an image from the Shutterstock library or use an image you’ve created by selecting “Browse Library.”

Note: When using a custom image, make sure the image size is 1200 x 628 pixels, and the text in the image is less than 20%. Otherwise, the ad might not be optimized and could even be rejected.

Step 6: Select “Messenger Text” to activate the ad

Here, you will set up the message content, headline, description for your ad, and the call-to-action (CTA) button.

VI. Messenger Ad Demo Example

VII. Leveraging Remarketing to Optimize Facebook Messenger Ad Campaigns

Running ads on Messenger can help significantly boost sales revenue. However, if you only use this feature, you may be missing out on another very useful and powerful feature of Facebook called Remarketing. This technique is used when running Facebook Messenger ads, and to use it effectively, users need to have a solid understanding of Facebook Pixel.

Currently, Facebook allows users to save the list of customers who have interacted with your page, specifically those who have messaged your Fanpage. You can use this list of previous customers for your Messenger Ads campaign or to introduce your promotions, treating them as loyal customers to retarget.

VIII. Notes When Running Ads on Messenger

• For customers using smartphones, Messenger Ads only appear if they have the Messenger app installed.
• The chat window will only appear for you (the page owner) once the customer shows interest in the product and responds to your promotional message.

IX. Tips for Effective Facebook Messenger Ads

When running Facebook Messenger ads, it’s helpful to use a few “tricks” to boost effectiveness, specifically:

• Use words that attract and stimulate customers, such as “Sale Off,” “Discount,” “Promotion,” in the text content of your Messenger ad campaign. This will help draw maximum attention and encourage them to click on the ad.
• Asking customers to provide their personal information is crucial, as this encourages messaging or commenting. It also makes it easier for you to connect, engage, and persuade potential customers to buy your product or service.
• Use a call-to-action (CTA) in the headline to maximize conversion rates when using Messenger Ads.

• Don’t target your ads to people who have already liked your page, as once they like the page, your ads will automatically be shown to them.
• Leverage the targeting options suggested by Facebook, such as demographics, interests, habits, etc.
• Sometimes, when entering content in the fields for Facebook Messenger ads (Headline, Message Text, News Feed Link Description, Text), errors may occur, such as the text not appearing. This issue, which doesn’t have a clear cause, can happen on different browsers. To fix this issue, the safest way is to type the content in text-editing software like Microsoft Word, then copy and paste it into the relevant fields. This method can also help you avoid layout issues, such as typos or missing punctuation.

X. Should You Run Engagement or Message Ads on Facebook?

1. Concept of Engagement vs. Message Ads

• Engagement Ads: Engagement means when you create an ad campaign where any action taken by customers on your ad post counts, such as viewing an image, clicking the button to watch a video, or clicking “See More” in the content, as well as actions like liking, commenting, or sharing. With an engagement ad campaign, Facebook will try to find as many people as possible to see the post and interact with it, automatically distributing the content to similar users.
• Message Ads: This refers to running ads on Messenger, as Ori has clarified at the beginning of this article

2. Should You Run Engagement Ads or Message Ads?

If your target audience consists of younger individuals, who typically interact with posts but have no intention of making a purchase, your ad post will receive a lot of engagement, but the conversion rate will be low. This results in a high cost for the ad with very few orders being made.

For older customers or those from the middle class with higher ages, often interested in premium products (or even regular products), these individuals may prefer to keep their actions on Facebook private from their friends or others. If you choose Messenger ads, you can reach your target audience more accurately without missing anyone.

So, depending on your target audience and the type of product, you can choose the most suitable ad format to achieve the best results.

It can be seen that Messenger ads are a highly potential and effective form of advertising. Through this article, Ori hopes to help you understand and optimize your advertising campaigns. If you are interested and want to use marketing services, feel free to contact Ori for detailed advice!

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