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Why Are Messenger Ads Super Effective And How To Create Ads That Actually Work

Posted by Larry Kim on Dec 2, 2020 1:30:00 PM

This story was originally published on MobileMonkey and has been republished here with permission.

In this article, we’re going to take a closer look at Facebook Messenger Ads — a little-explored type of Facebook ad that’s basically better than other ads.

I know. Bold claim.

But you don’t have to take my word for it. There are Facebook Messenger Ads case studies to prove it.

Something to do with the 6.8 BILLION collective monthly active users across the Facebook family of apps?

 

Facebook marketing custom audience

 

Yep. Let’s go with that.

But I have exciting news for Facebook advertisers. 

At MobileMonkey we’ve been experimenting with Facebook tools and Messenger Ads have the power to change how you approach advertising. 

 

social media video ad

 

In this article, we’re going to take a good look at Facebook Messenger ads, what they are, and how businesses like yours are using Facebook Messenger ads to increase lead volume, automatically qualify leads, and cut cost per lead with revolutionary new martech.

What Are Facebook Messenger Ads?

Facebook Messenger ads start a conversation with your business’s target audience in Facebook Messenger — the messaging app with 1.3 Billion users worldwide. 

The Facebook Messenger ad comes in a couple flavors: An ad viewed on any Facebook property that directs traffic to Messenger; or sponsored content native in Messenger.

That’s right, a Facebook Messenger ad experience can start on many of the platforms across the Facebook family of apps. This includes:

  • Facebook news feed

  • Instagram feed

  • Facebook and Instagram Story feeds

  • Facebook Marketplace

  • Audience Network

  • And yes, Facebook MessenBut Facebook Messenger ads have this in common: They always lead to a conversation between a business and a prospect (aka future customers) in Messenger. 

Here’s a typical Facebook Messenger ad viewed in the Instagram feed:

 

Facebook ad campaign

 

Click on that ad’s call-to-action “Send Message” button and here’s what you’ll see. (← Link opens in Messenger.)

Why are there ads on Messenger?

There are three key answers to this question:

  1. Messenger is where conversations happen, and nothing beats a conversation for closing sales.

  2. Consumers would rather chat in real-time with businesses than talk on the phone or email.

  3. Businesses can scale conversations in Messenger thanks to chatbot automation.

With 20 billion conversations a month exchanged between businesses and users on Messenger, you can start to see why a business may want to start a conversation with prospects in Messenger.

Now, this doesn’t exactly support the claim that Facebook Messenger ads are better than other ads. 

But don’t worry, I’m not about to phone it in. 

Why are Facebook Messenger ads “better” than other ads?

Here are five ways Facebook Messenger ads offer outstanding advantages unlike any other ads, and the steps to fire up your own Messenger ads in five minutes or less.

Facebook Messenger Ad Benefit #1: Instant Lead Capture

I’m not going to bury the lede here. 

The MacDaddy of reasons why advertisers need to jump on the Facebook Messenger ad bandwagon comes down to 3 words:

Instant lead capture.

Say it with me:

Instant. Lead. Capture.

When you send your Messenger ad traffic to an automation platform like MobileMonkey, your business automatically receives a bucket of contact info for everyone who strikes up a conversation.

Facebook’s lead contact data your business receives by default:

  • First and last name

  • Locale (country and language)

  • Timezone

  • Gender

  • Profile photo

 

ad format and ad set

 

Now on the one hand, you could use a lead gen ad or a traffic objective ad to send Facebook ad traffic to a form where they fill out details like the above.

Or, you could just automatically get it, without even asking, from anyone who starts chatting.

Which would you rather?

Facebook Messenger Ad Benefit #2: They Are the Ultimate In Mobile Optimized

Does this sound familiar?

Will my landing page look and act right on the 43 most common screen resolutions?

 

ad placement in a regular ad

 

Well fuggedaboutit.

When Messenger is the post-click experience for your Facebook mobile ad, you can sleep well knowing that the experience is 1000% mobile optimized.

After clicking the “Send Message” call-to-action button in the ad, they’re dropped right into their Facebook Messenger mobile app or desktop browser Messenger inbox. 

From here, they see the conversation starter you designed for your ad audience.

You’ll never have to worry about a form or landing page malfunctioning because of responsive design failings again.

Facebook Messenger Ad Instant Lead Capture Case Study: Car Loans Canada

MobileMonkey customer Car Loans Canada changed from sending Facebook ad traffic to a webpage form to collecting car loan applications directly with a Messenger bot.

 

Messenger conversation

 

Because Messenger ads automatically capture basic lead info like name and location, users didn’t have to answer as many questions. And the conversational chatbot made it easier for people to answer questions in chat or return to the chat later to complete their application.

As a result, Car Lans Canada cut their lead acquisition costs over 40 percent and increased their captured lead conversion rate 75 percent.

Facebook Messenger Ad Benefit #3: 24/7 Automated Lead Qualification & Follow-up

One of the advantages of chatting with customers is also a drawback.

One-on-one chat is an effective avenue for persuasive sales conversations. 

But one-one-conversations are costly to scale.

I’ve talked to more than one MobileMonkey customer using Messenger for lead generation, but the number of conversations a sales person can have in a day is limited by — well, hours in the day.

… Unless you can automate the initial lead qualification questions and lead nurture follow-up.

This is where another unique benefit of Facebook Messenger Ads comes in: the Facebook Messenger chatbot.

Facebook Messenger Ad Lead Qualification Case Study: Sacred Movements

MobileMonkey customer Sacred Movements cut the cost of sales by automating lead qualification with a Messenger ad bot.

 

Facebook messenger bot

 

Sacred Movements sent ad traffic to Facebook Messenger where they automated the initial conversation, answering questions from prospects with a bot, and ultimately increasing their meditation class sizes by 50 percent.

Facebook Messenger Ad Benefit #4: They Can Get Really Personal

The sweetest word a person can hear is their own name. We go wild for it.

Remember, using Facebook Messenger automation, you can personalize any conversation with default Facebook contact info like name and location, and take a step further by sending leads through a conversation flow designed for what they need or are looking for.

 

influencers ad copy

 

Personalizing a conversation is easy using a smart chatbot builder that funnels users to different conversation dialogues depending on what they select.

The result is more relevant offers and more closed deals.

Facebook Messenger Ad Personalization Case Study: Summit Academy OIC

MobileMonkey customer Summit Academy OIC used Facebook Messenger ads to connect to new prospective students.

By asking a few simple automated questions in Messenger, like what type of courses they are interested in, they sent follow-up information about upcoming class enrollment that was relevant to their interests.

 

social media marketing

 

As a result, Summit OIC increased their prospective student count by 30 percent, at a CPA 10X lower than other Facebook ad campaigns.

Facebook Messenger Ad Benefit #5: They’ve Been Shown To Outperform Other Ads 2X-10X

At the end of the day, every ad is going to be judged a success or flop by key metrics: lead volume, cost per lead, and sales.

All the bells and whistles don’t mean anything if the ad doesn’t add up on paper.

So here’s where Facebook Messenger ads win the title of the best ad out there.

The unique benefits of Facebook Messenger ads:

  • Instant lead capture

  • Mobile-friendly

  • Automated qualification and follow-up

  • Highly personalized and relevant

… add up to increased performance.

Facebook Messenger Ad Performance Case Study: Technosetbee

MobileMonkey customer Technosetbee increased brand awareness of its beekeeping technology by running a contest through click-to-Messenger ads.

Then they remarketed to new contacts with a special discount offer on their products.

 

social media platform

 

The result is priceless:

  • 97% decrease in CPA compared to other ads

  • 211% increase in average order value by these customers

  • And a whopping +6000% increase in bottom-line revenue

Facebook Messenger Ad Performance Case Study: MobileMonkey

At MobileMonkey, we’ve tested click-to-Messenger ads for lead gen compared to Facebook traffic ads and gotten a 97% better CPA from Messenger ads.

With traffic ads we spend about $3 to $5 per click. And our average website traffic conversion rate is 2%.

 

image ads and paid ads

 

Do the math and we’re looking at $300 to $500 for 100 visitors.

Since we convert 2 out of 100 visitors, the cost per acquisition is $150 to $250 per lead.

With our new Facebook Messenger ads playbook we cut the cost to $5 a lead:

  • Switched to the Facebook ad campaign objective optimized for messages.

  • Send users to a Facebook Messenger chatbot.

  • Save leads to the contact database in the MobileMonkey Facebook Messenger marketing platform.

After executing Facebook click-to-Messenger ad chatbot marketing campaigns, here’s what our latest click-to-Messenger campaign reports look like:

 

photo ad and ad copy

 

Instead of $4 per result for anonymous website traffic that converts at 2%, our CPA is between $3 and $6 for a lead with a name and direct line of contact.

There are some monumental benefits of send-to-messaging Facebook ads:

  • Epic reduction of cost per lead at an average of 30-50X.

  • Turns every interaction into a named contact.

  • Drives users to a mobile-friendly and ultra-engaging conversion funnel experience.

How to Make a Facebook Messenger Ad That Boasts These Unique Benefits

If you’re ready to get a piece of the Messenger ad action, by now you’re wondering:

How do you put ads on Messenger?

 

messenger ad ad spend

 

You can build and run a Facebook Messenger ad campaign through Facebook Ads Manager.

But that won’t get you the unique benefits we talked about like instant lead capture in a contact database and automated follow-up for lead nurturing.

For that you need MobileMonkey’s Facebook advertising tools.

I’m going to show you how to make your own Facebook Messenger ads in five minutes flat using MobileMonkey’s Facebook ad builder.

Here’s how to create a Facebook Messenger ad with instant lead capture and automated lead nurture:

 

messenger conversation

 

  • Step 2: In MobileMonkey, go to Facebook tools > Click-to-Messenger Ads > Create New Ad.

 

paid ads

 

  • Step 3: Set up your ad campaign target audience, budget and schedule.

 

ad placement

 

  • Step 4: Create the ad by cloning an existing ad’s creative and text, or by uploading an image or video and text from scratch.

 

campaign objective

 

  • Step 5: Write the conversation flow to greet and qualify leads automatically. Hit “Send” to activate the ad.

 

facebook ad campaign

 

Leads from Facebook Messenger ads are saved in your MobileMonkey contact database where you can view and segment audiences based on default Facebook contact info and previous chat history.

From here, you can set up drip campaigns to automatically nurture leads, and send sponsored message ads to re-engage qualified leads directly in their Messenger inbox.

Facebook Messenger Ads Final Analysis

Facebook Messenger ads are a unicorn in the sea of digital ads with unique advantages over other ads.

You can reach people in Messenger and automatically capture valuable lead info without even asking for it.

The post-click ad experience is optimized for mobile and happens in chat, where customers would rather connect with businesses.

Lead qualification and follow-up is automated around the clock, saving your business on the cost of live sales and support agents.

The post-click experience is highly personalized and learns more about your prospects instead of making assumptions.

And all these benefits add up to a huge performance boost in lead volume and cost per lead acquisition.

Thanks for joining me on this epic journey of Facebook Messenger ads, my new favorite way to advertise on Facebook.