How to use Facebook Messenger Sponsored Ads for retargeting

Have you ever wondered what makes a Sponsored Ad different from a usual Facebook Ad? Keep reading!


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One of your best assets for Messenger marketing, Sponsored Ads work similarly to other Facebook Ads, but are shown between messages in a user’s Messenger app; rather than on their Facebook Newsfeed. 

If your business is already chatting with customers on Messenger (which it is, if you’re using a Chatbot Agency Messenger chatbot), Sponsored Ads/Messages let you retarget current customers and send them further promotions on Messenger!

Why are Sponsored Messenger Ads a good idea for businesses?

More and more businesses are turning to sponsored Messenger ads as a way to reach potential customers. And it’s no wonder why – Messenger is one of the most popular messaging platforms with over 1.3 billion monthly active users, and over 260 million new conversations sparked daily.

What’s more, Messenger ads are highly effective at getting people to take action. In fact, Facebook reports that clicks on Messenger ads are up to 30% higher than clicks on other types of mobile advertising!

There are a few reasons why sponsored Messenger ads are so effective. Firstly, they grab attention – people are used to seeing ads in their News Feed, but sponsored Messenger ads stand out because they appear in a different place.

Secondly, they're interactive – people can click on them to start a conversation with your business, which gives you an opportunity to build a relationship with potential customers. Again, if you have a chatbot set up already; this makes for a great lead-gen funnel.

How do I set up Sponsored Ads?

Luckily, Sponsored Ads are super simple to set up! 

If you're looking to create a Sponsored Ad for Messenger, there are a few things you'll need to do. First, you'll of course need to have a Facebook Page for your business already set up and running. Once you have a Business Page, you can create an ad campaign in Ads Manager.

When creating your ad campaign, you'll want to select "Messenger" as your placement. This will ensure that your ad is shown to people who are using Messenger. You can also target your ads to people who are already chatting with your Page on Messenger to retarget.

Once you've set up your Sponsored Ad, you can start creating. To do this, you'll need to use the Message Creation tool in Ads Manager. This tool will allow you to create ads that look and feel like normal messages from your Page.

Follow the detailed instructions below to set up a Sponsored Ad in Messenger:

1. Go to Ad creation.

2. Select your objective and click Continue. View supported objectives.

3. If you selected the app install objective, you can skip to step 4.

4. Complete the Destination section if you selected a Traffic, Conversion or Messages objective.

5. When you select Messenger, a conversation will open when people click on your call-to-action in the detailed view.

6. Select Automatic placements. 

7. Edit your audience, budget and schedule and click Next.

8. Select your format. View compatible formats.

9. View ad specs for compatible formats.

10. To finish editing your ad, click Confirm.

And that’s it!

Now it’s time to let your Sponsored Ad work its magic!

Now you’ve set up your first Sponsored Ad!

Remember, there are multiple benefits to running ads on Messenger rather than just Facebook. For one, it’s an effective way to reach a large audience. Plus, because people are already using Messenger to communicate with friends and family, they’re more likely to pay attention to Sponsored Ads that appear in the app.

Another benefit of using Sponsored Ads on Messenger is that they can be targeted to specific audiences. Businesses can use targeting options like interests, demographics, and behaviors to make sure their ads are seen by people who are most likely to be interested in what they have to offer.

Finally, Sponsored Ads on Messenger offer businesses a chance to stand out from the competition - so get onto it!

Do you need help running Messenger Sponsored Ads? Get in touch today and let’s work together to get your business growing!