As chatbot technology improves, marketers gain new opportunities to reach customers. Thanks to Facebook Messenger Ads, a new feature the social media platform rolled out earlier this year, it’s become especially easy to target the ideal audience. Through both traditional ads and the ability to launch a branded Messenger chatbot, this innovation in Facebook ads will benefit marketers in an entirely new way.
According to the Facebook Business Blog, “After promising tests in Australia and Thailand, we’re expanding the beta further. We’ll now offer businesses around the world a way to use Facebook targeting to extend their reach to people in Messenger. People will see Messenger ads in the home tab of their Messenger mobile app. When they tap on an ad, they will be sent to the destination chosen during ads creation. This can be your website or a Messenger conversation.”
With more than 1.2 billion Facebook users using the Messenger feature each month, marketers will now be able to spread brand awareness to an even wider audience. This feature has the potential to be especially effective thanks to how much space the Messenger takes up on a user’s screen.
Increased Real Estate for Advertisers
There’s a lot of distracting content in the average Facebook user’s feed. By taking up a substantial portion of digital real estate, Messenger Ads ensure that your brand’s content is displayed front-and-center. If consumers do get distracted by other content, they can quickly re-engage with your ad at any point.
Greater Targeting Opportunities
That being said, the size of these ads isn’t the only reason they’re effective. Chatbot technology allows marketers to design campaigns and experiences tailored specifically to an individual user’s behaviors and preferences.
Facebook, thanks to options like the Custom Audience feature, has already allowed marketers to target customers with a high degree of accuracy. As chatbot technology continues to develop, Facebook Messenger ads are likely to build on this quality.
Begin Using Messenger Ads
Yes, to a degree, the technology is still in its infancy. Facebook Messenger Ads are certainly going to provide marketers with a much wider set of tools and features in the months and years to come. However, it’s still important to begin strategizing now.
Start by segmenting your custom audiences as much as possible. Because chatbots allow you to personalize your marketing strategy, you should make sure your audiences are already separated into distinct groups. No matter what industry you work in, it’s important that your ads be as specific as possible, especially when using a tool that lets you tailor and tweak each ad.
You should also start exploring what types of content Facebook Messenger Ads will be ideal for. You don’t want to scramble to generate quality ad content once Facebook users start accepting and embracing this form of marketing.
Facebook is already a very useful tool for marketers. As the company continues to develop new features, its strengths continue to develop as well. Facebook Messenger ads are only the latest in what we can expect to be a bright future of advancements concerning this platform’s advertisement technology.