07/07/2020
What Are Messenger Home Ads?
Unlike sponsored messages, which require you to have a previous engagement with users you target, Messenger home ads allow you to target cold audiences on the home tab of the Messenger app.
Facebook is rolling out the Messenger Home placement option to advertisers globally.
Here’s how to set up a Facebook Messenger home screen ad.
1: Choose the Campaign Objective
To get started, open Facebook Ads Manager and select your campaign objective. For Messenger home screen ads, you must choose either the Traffic or Conversions objective.
2: Select a Target Audience
Previously, Messenger ads didn’t allow you to target saved audiences. With Messenger home screen ads, you can create a new audience, or choose a previously saved or lookalike audience to target. To target cold traffic, you would exclude any custom audiences you’ve created.
3: Choose Ad Placements
The ad placement determines where your ad will be served to the audience you’ve selected. Select the Edit Placements option button and choose your placements. For Messenger home screen ads, you can advertise to feeds on Facebook and Instagram, as well as the Messenger home tab. All other placements should be unchecked.
4: Create Your Ad
Now you’re ready to build the ad itself. First, choose the page from which you want your ad to be delivered. Then select an ad format (Carousel, Single Image, Single Video, or Slideshow) which determines how the ad will look in Facebook and Instagram feeds.
5: Set Up Messenger Content
After you click Set Up Messenger Content, you create the next part of your ad on either the Quick Creation tab or JSON (JavaScript Object Notation) Creation tab.
The JSON tab requires you to modify code or paste code from a third-party automated chatbot program such as Chatfuel or ManyChat. This article shows you how to use the Quick Creation tab, which doesn’t require coding or an automated chatbot from third-party software.
For consistency, use the same text inside Messenger for users who click from the news feed, or choose text that’s cohesive with the news feed text. Keep in mind that some people will see your message for the first time inside Messenger, so don’t assume everyone will see the news feed version first.
You may want to include a greeting here as well (since this is a private message) and make the text more conversational. You also have the option to choose a new image if you want.
Conclusion
As Facebook continues to make improvements to their advertising tools, you can more easily connect with prospects and existing customers. Ads on the Messenger home tab are another way to reach your target audience on their mobile devices.
What do you think? Have you tried creating an ad for the Facebook Messenger home screen? Please share your thoughts in the comments below.