Facebook comes to the aid of marketers and brands with an innovative solution through which they can turn the Messenger bot into an ad bot. This will help them reach and interact with their potential customers more easily, directly through chat.
The actual testing of this type of advertising began as early as April 2016, when Facebook allowed brands to use developer tools to help them manage conversations on this social network.
“Sponsored messages on Facebook Messenger are quite simple and don’t seem to deviate from the version in the testing phase. They can only be shown to people who have had a conversation initiated in the past, with a certain brand,” according to statements made by Mikhail Larionov, tech-leader at Facebook Messenger.
Photo source: Facebook Developers
However, this is not the only restriction. Sponsored messages can contain a single link and a single photo, and sponsored message campaigns can’t be automatically changed to run simultaneously on Facebook or Instagram, unlike normal ads made for these platforms.
In line with the latter limitation and the launch of sponsored messages, Facebook thus allows each advertiser to run ads through the chat platform. Another condition that he must take into account to start a conversation is the access he must provide to his Facebook Messenger account.
How will you be charged for sponsored ads on Facebook Messenger?
The advertiser will pay every time the message reaches a person’s inbox, or based on the impressions generated, if no one reads the message.
Facebook introduces other particularities for brands that use Facebook Messenger
Now brands will have the opportunity to find out where people who clicked on a link and started a conversation with the brand through Facebook Messenger come from.
Facebook will also add a vertical version to its carousel ads to allow marketers to display products in the most visible way possible.
And finally, brands can integrate Messenger into their website, so when someone plans to buy something or register an account, brands can send them notifications asking for their consent to send future messages.
They will work like a newsletter, the brand notifying those interested about the latest products or other relevant information. The messages will be sent in a predefined way, those interested can choose whether or not they want to receive such information in their chat.
In conclusion, Facebook is one of the most innovative online promotion platforms, always providing marketers with tools through which they can reach their target audience in the most effective way.
