![]() ![]() It’s crazy to think that some people are claiming 7x RoAS with Facebook Messenger Advertising, but for a spin on traditional retargeting messages like those centered on abandoned carts, it’s no surprise that they really work. How do I maximize RoAS with Facebook Messenger Ads? These expert product advisors learn about your offering and then, using novel conversation design, learn about your consumers and what they’re really looking for, enabling them to discover new products, receive recommendations and happily buy more. This doesn’t mean that you should hold off until you have a fully-equipped conversational AI experience to power your conversational ads, but building a virtual sales advisor is a critical first step to ensuring you get the maximum possible benefit from Facebook Messenger Advertising. If you don’t know what these cart-enhancers will be in advance, how can you anticipate them through normal lead generation templates? The thing is, effective Facebook Messenger Ads – particularly for eCommerce – increase cart value by allowing consumers to discover new products that weren’t necessarily advertised to them. This allows you to build basic chatbots that respond to predictable questions and even include some more elaborate conversation flows in case consumers require. The easiest way to get started is with Facebook’s lead generation templates for Messenger. Facebook Messenger Ads are a core enabler for brands and marketers who need to break free from the traditional one-way approach that most ads and landing pages restrict us to, but what’s the easiest way to get started? What is the easiest way to start Facebook Messenger Ads? Combined with practices like customer journey retargeting, this basically enable you to supercharge any part of your Facebook advertising funnel. The fun thing is, this can also be done through Instagram. All of these options are available to users, and with the right technology can all be automated effectively. Others might want to visit the brand’s website, ask about pricing, or speak to a representative. Let’s say someone starts a conversation, but they just want to explore products. This means that you can, in some ways, both multiply the number consumer intents you account for in an ad and also increase the conversion you might get on any given intent. This means that instead of sending your consumers to a landing page or a lead generation form within Facebook, you can start a conversation with them that reserves optionality based on their top concerns or desires. Click-to-Messenger ads land in Messenger, but they can start from any Facebook Newsfeed or Instagram ad. The third, however, is becoming the money-maker for many marketers. The second allows brands who have an existing message history with an individual consumer to broadcast promotional or sponsored messages to them about new offerings or other announcements. The first format appears within the Messenger home screen, along with other personal messages and conversations exchanged by the target customer. What is Facebook Messenger Advertising?įacebook Messenger Advertising is composed of three main categories: in-Messenger ads, sponsored messages and Click-to-Messenger ads. While there are basic ways to improve RoAS through FB messenger, the best solution is one that’s built on conversational AI that’s purpose-built to talk to consumers, rather than throwing all your hard-earned media dollars at a pre-built template. ![]() Facebook has recognized this and is responding by making it easier to start advertising with Messenger. The most important thing to understand is that messaging has become a better way to convert consumers. ![]() With Facebook’s pivot to messaging, today and potentially tomorrow’s moneymaker formats will mostly come in the form of Facebook Messenger Ads.īrands are plenty familiar with marketing and advertising through Facebook Messenger already, however, with Facebook’s recent nixing of the Discover tab and emphasis on lead generation templates, marketers need to be aware of how large and common certain Facebook Messenger Advertising is becoming. In the past it might have been a pivot to video or an emphasis on news content in timelines. How to Optimize Facebook Messenger Ads at ScaleĮvery two or three years since it’s started to truly monetize its platform, Facebook has given marketers new opportunities to engage and convert consumers on their various platforms. ![]()
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