facebook messenger ads - digitalmarketer...1. you can only target people who have previously...
TRANSCRIPT
![Page 2: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/2.jpg)
Facebook messenger ads…
1. Released November 8th, 2016 (still rolling out across accounts)
2. 1 billion users (as of July 2016)
![Page 3: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/3.jpg)
“This will only work for tech audiences….?”
![Page 4: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/4.jpg)
It’s not about being “high-tech”, it’s about entering the conversation
where your audience is having theirs.
![Page 5: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/5.jpg)
This works like any other social advertising…
![Page 6: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/6.jpg)
People’s preferences are shifting…
1. 56% of people would rather message than call customer service
2. More than 1 in 2 people say they’re more likely to shop with a business they can message
3. 67% expect to message businesses more in the next 2 years
![Page 7: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/7.jpg)
It’s not just customer service…
![Page 8: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/8.jpg)
I signed an apartment lease through FB messenger…
![Page 9: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/9.jpg)
It’s not just for “talking”…
![Page 10: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/10.jpg)
How they work… (2 totally different ads)
1. Facebook messenger as a destination (opens in a message)
2. Facebook messenger as a placement (sponsored messages)
![Page 11: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/11.jpg)
Facebook messenger as a destination….
![Page 12: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/12.jpg)
Facebook messenger as a destination….
![Page 13: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/13.jpg)
Facebook messenger as a destination….
![Page 14: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/14.jpg)
(If you don’t have the feature yet….)
![Page 15: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/15.jpg)
Generated 300+ conversations for $800…
![Page 16: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/16.jpg)
Retarget down the funnel (overcome barrier to entry)…
![Page 17: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/17.jpg)
Target at the top of the funnel (must prompt with relevant question)!
![Page 18: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/18.jpg)
Facebook messenger as a destination….
1. You can target anyone
2. Only available in the newsfeed (mobile and desktop)
3. Objective = send people to a destination on or off FB OR boost post
![Page 19: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/19.jpg)
Facebook messenger as a “placement”…. (sponsored message)
![Page 20: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/20.jpg)
Facebook messenger as a placement….
![Page 21: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/21.jpg)
Facebook messenger as a placement…. “sponsored messages”
1. You can only target people who have previously messaged your page
2. Objective = send people to a destination on or off FB, increase conversions
3. Messages can contain one link and one photo
4. “Facebook will charge advertisers for their sponsored messages anytime the ad appears on a Messenger user’s screen in their Messenger inbox, and brands will have to pay for the ad impression even if the person on the other end never opens the sponsored message.”
![Page 22: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/22.jpg)
BUT - there’s a better, easier, and cheaper way to do this!
![Page 23: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/23.jpg)
Better way to do this….
![Page 24: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/24.jpg)
Many Chat… 1. Yes, it’s a bot - but, you don’t HAVE to
use that feature
2. You’re building a subscriber list
3. You can broadcast for $10/month
4. You can set up follow up sequences
![Page 25: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/25.jpg)
Building subscribers…
![Page 26: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/26.jpg)
Sending broadcasts (sponsored messages) via Many Chat…
![Page 27: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/27.jpg)
Sending broadcasts (sponsored messages) via Many Chat…
![Page 28: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/28.jpg)
Sending broadcasts (sponsored messages) via Many Chat…
![Page 29: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/29.jpg)
Communication strategy for messenger…
1. Announce new content/ items of interest
2. Promote new products
3. Reminders for flash sales/ deals
![Page 30: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/30.jpg)
How to take advantage of messenger even if you’re not buying ads…
![Page 31: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/31.jpg)
1. Install ManyChat. Inbound messages will become subscribers
2. Think of inbound messages as a selling opportunity
3. Use your many chat link to drive conversations
4. Integrate FB messenger with your tech stack
![Page 32: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/32.jpg)
Link inside of email…
![Page 33: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/33.jpg)
Integration with Shopify…
![Page 34: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/34.jpg)
Integration with Shopify…
![Page 35: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/35.jpg)
This requires a lot of resources?
1. Start small, down the funnel…
2. Get help from a bot.
3. Integrate with customer service software or use tagging system.
![Page 36: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/36.jpg)
Use tagging system inside of Facebook…
![Page 37: FACEBOOK MESSENGER ADS - DigitalMarketer...1. You can only target people who have previously messaged your page 2. Objective = send people to a destination on or off FB, increase conversions](https://reader034.vdocuments.site/reader034/viewer/2022052015/602dd41639938d4fd41ddee6/html5/thumbnails/37.jpg)
1. Install ManyChat
2. Run FB Messenger destination ads to build your list
3. Send sponsored messages to your list