Here’s What We Think About Facebook Messenger Ads
Over the past few years, Facebook has been rolling out a ton of Messenger updates and integrations for businesses, making it easier for them to communicate with customers. Facebook studies show that 2 billion messages are sent between business pages and profiles every month which drives the space and demand for ads in the Messenger app.
Messenger ads are currently available in the app itself, but we wouldn’t be surprised if we started to see them over on messenger.com soon. The idea behind them is simple: with over 1.3 billion users on Messenger, businesses can serve ads in the “home screen” to a target audience. These ads allow users to take a multitude of actions – you can send your audience to a link, an app, or ask them to reach out to you directly via Messenger.
One of the best perks about Messenger ads is that they simply act as another placement for your ads, meaning you can easily test it with existing creative. When you allow Facebook to serve your ads in multiple placements, the system will optimize your placement for the part of the network that receives the lowest cost-per-result for your campaign’s marketing goal. So basically, you can try it out without setting aside a dedicated budget to the placement.
On the other hand, you may want to consider the intent of your ads. Messenger is a very different space compared to the rest of Facebook. When you think about the News Feed and its infinite scroll contrasted to the Messenger app – which a user only opens when they need to read or send a message – the appearance of an ad in Messenger takes on much more of an email marketing or text message marketing vibe. Unfortunately with irrelevant ads, you can’t respond with STOP to unsubscribe.
With all of this taken into consideration, it would be wise to really consider the intent of your campaign when you choose the Messenger app placement. If you think you’d be annoyed by seeing your own ad in that space, you probably shouldn’t put it there.
If you have any questions about Messenger ads or are interested in advertising on Facebook, TMB Digital Marketing can help. Contact us today to receive a free consultation.
February 15, 2018