How to Run Facebook Messenger Ads: A Step-by-Step Guide

With direct and optimized access to customers, Facebook Messenger ads are seen as a core campaign to know when you start advertising. Do you know what Messenger ads are yet? Today's article MONA Media will walk you through the concept and how to run Facebook message ads effectively. Let's explore and seize the chance to raise your business's sales right now.

What are Messenger Ads on Facebook?

Facebook message ads (also called Messenger ads) are ads that appear on News Feed Facebook or in Messenger. When users tap the content (image, link, button,..), they are taken to the message flow the business has set up. 

Running Facebook message ads aims to encourage potential customers customers to contact you directly through Messenger. This way, customers message your page on their own and receive automatic replies from the system, which keeps the interaction going and makes a strong first impression. 

Facebook Messenger ads are also extremely effective for businesses with no website to convert on directly. Tapping the potential of Messenger Ads not only helps businesses and turn more visitors but also builds strong relationships with customers, which raises the chance of closing orders and grows the brand effectively.

Types of Facebook message ads

There are 3 types of to run Facebook message ads effectively that you need to know:

• Facebook Click-to-Messenger ads: This is the most typical form of Messenger Ads. Users are taken to Messenger as soon as they click the ad, helping businesses move customers from hesitating to closing the order.

• Messenger Stories: This type of ad appears randomly when users browse stories. Businesses often use it to attract or impress customers and encourage them to visit and buy.

• Sponsored Messages: This format lets businesses contact users directly through Messenger. It suits businesses that want to send offers and information to attract customers and keep the relationship going.

How Messenger Ads campaigns work

Running Messenger Facebook ads works in a fairly simple way. The ad comes with a “Send message” button, or a tap on the “Messenger” button, so customers can interact directly with the business. 

When users tap the send message button, a chat window opens automatically so they can start a direct conversation with the Fanpage. This increases interaction with customers, helps you build a close relationship, and lets you reach your target more effectively on Facebook.

Benefits of running Facebook message ads

Messenger Ads is also a Facebook advertising services popular way for businesses to reach customers directly and effectively. By mastering how to run Facebook message ads, you can get the most from this platform. Specifically:

Reach the right potential audience directly

One of the biggest advantages of running Facebook Messenger ads is that it lets you reach target customersdirectly. As soon as they see an ad for a product or service they care about, they can quickly tap to message the Fanpage. Then your job is to give advice that fits their needs so the customer “closes the order”.

Increase interaction between customers and the business

Messenger ads on Facebook also make quick customer replies possible. With pre-set message templates, you can answer customers' questions automatically and instantly. This not only pleases and keeps customers but also stops users from switching to a competitor when they wait too long for a reply.

Raise the order closing rate

Once you reach the right audience and interact in time, the chance of closing an order naturally goes up. By following the guide to running Facebook message ads, you will see that interacting directly through messages helps you understand customer needs better, so you can advise and offer fitting solutions. 

Easy to impress customers

Sponsored Facebook message ads appear directly in the user's Messenger inbox, like a personal email, and get attention effectively. With Facebook content getting more varied and competitive, appearing in Messenger helps you reach your customer audience faster. 

Optimize cost by customer behavior

The cost of running Facebook Messenger ads is quite low, only about 4,000-7,000 VND per click. Meanwhile, Facebook's algorithm shows ads that match users' interests, age, behavior,… So this way of running message ads in Facebook Ads is really effective for raising sales, reaching your business goals while keeping costs as low as possible.

There is one cost that is very easy to lose when running message ads: you pay Facebook to get customers to message you, but the message sits for hours before anyone reads it. Many businesses handle this by having chatbot AI reply in the very first second, ask for the needed information, and only then hand over to sales, so every bit of ad spend has someone to receive it.

The most detailed guide to running Facebook message ads

With message ads on Facebook Messenger, you can use 3 objectives: Messages, Traffic and Conversions. Depending on the goal of the whole campaign, you can choose the one that fits the result you want the ad to bring.

Below is a very detailed 5-step guide to running Facebook message ads that MONA commonly uses:

Step 1: Open Ads Manager

First, go to Fanpage your account, find the “Ads Manager” icon or use the direct link at http://adsmanager.facebook.com/adsmanager for quick access.

Step 2: Choose the Messages objective

At this step, click the “Create” button to launch a new ad campaign. Choose the campaign objective “Messages” and continue. Then set up the ad group by naming the campaign and the specific ad group.

Step 3: Set up the campaign

This step lets you choose a category in the “Special ad categories”section, for credit, housing, employment or social issues,… otherwise you only need to change “Campaign budget”.

Facebook offers 2 types of budget to choose from:

• Daily budget: Facebook will spend it within 24 hours (usually around 100,000 – 300,000 VND per day).
• Lifetime budget: Lets you choose a start and end date and runs within that period.

Finally, click “Next” to finish.

Step 4: Set up the ad group

Next you provide detailed information about the ad group, such as:

• Group name: Already set by you earlier.
• Ad account: Choose the right Fanpage you want to start running ads for.
• Budget and schedule: For a daily budget, you only need to enter the start date and time, and add an end date if you choose a lifetime budget) 
• Audience: You can pick a new audience and set up its details, or choose a saved audience if you have run ads before. Remember this step has a big effect on your whole campaign. 

Step 5: Set up the ad

Setting up your Facebook message ad is the most important part. This is where you design the content viewers will see. An effective ad needs 4 parts:

• Primary text: The main content of the ad.
• Media: An attractive image or video.
• Headline: A short, catchy headline.
• Call-to-action button: Such as “Send message”, “Learn more”,…

If you already have an ad post on your Fanpage, choose “Use existing post” to save time. Then set up the message template customers receive when they click the ad and send a message. You can also create a new message or reuse an old template.

To create a message template, design content that is clear, easy to understand and appealing. When done, you can tap “Preview in Messenger” to check it. If you are happy, tap “Save and finish” to save this message template. Finally tap “Post” to start running your Facebook message ad and wait for Facebook to review your ad.

Explore now: How to run Facebook ads the latest effective

Experience running Facebook message ads that close many orders 

With over 10 years of experience in Digital Marketing and having run successful ad campaigns for hundreds of customers, MONA would like to share a few small tips so you can “gather in” the most orders. Do not miss the 3 tips below when running Facebook Messenger ads :

• Combine ads with attractive promotions: A love of low prices and FOMO (Fear of Missing Out) make customers easily drawn to special offers. 
• Set up an opening message: The greeting decides whether the customer stays interested. The opening message should be friendly and close the distance, and not too “pushy” in trying to close the order. Put yourself in the customer's position and offer useful information calmly, without rushing. 
• Reply to messages fast and use plain, friendly, even funny wording: Customers expect a quick reply, so make sure you monitor your page and answer on time. Your tone should be polite but also warm and friendly, so you leave a good impression and steer the conversation naturally.

Some notes when running message ads in Facebook Ads

When you run Facebook Messenger ads, to avoid losing money for nothing, there are a few things you should keep in mind to make sure your Messenger Ads campaign works.

• Content: To run Facebook message ads effectively, the copy should be short, on point, and carry a clear call to action that pushes people to click the ad.
• Images and video: Images and videos must be clear, correctly sized and eye-catching. Investing in image and video quality will improve your ad campaign results.

To capture and make the most of the potential of Facebook Messenger ads, knowing how to Facebook message ads effectively is essential. As social media grows, the number of Messenger users keeps rising, and that is your chance to roll out a marketing strategy with Facebook message ads. We hope this article from MONA has given you the right steps to bring your business closer to potential customers.