Click to Messenger Ads

Have you seen Facebook’s click-to-Messenger Ads yet?
 
I ran across one for The Boy & The Bear – Coffee Roastery in Culver City, last week AND I claimed my free coffee right away as well as I noticed several other people with the same offer in store. I would love to know how many people came in and just got the free coffee, how many already knew about the coffee shop and did people make additional purchases with the free coffee.
 
The truth is half the battle is just getting a new customer through the door, I go to the same places all the time out of habit, maybe a click-to-Messenger ad will help change habits and introduce your business to new people as well as create a little conversation about the business.
 
Maybe a great idea to get new customers in your door for the holidays, below are a few things I like about the ad format.
 
 
✔️These types of ads allow your Facebook Business Page to Engage Directly with Your Facebook Community Via Messenger. When a user takes advantage of your offer, they have initiated a conversation with your business. Once the conversation is started, the business page can now engage on an individual basis with the users via messenger. Why is this important you ask? Typically, only a ⅓ of your Facebook fans see your content daily; this gives you another way to communicate with your community. I would caution against overusing messenger; this format will be similar to email when communicating.
 
✔️Gathers emails for your business database. I also love that this ad format has the users enter their email address, one of the most significant problems in my mind with the different social platform is that we don’t own our database. You spend time and money building up your network, and the truth is it is all dependent on Facebook staying popular the minute the platform goes away or becomes unpopular you will instantly lose your audience. However, building your email list is a beautiful strategy to stay connected no matter which platform is popular.
 
✔️Retargeting: You may retarget your customers with sponsored messages. These ads target users that have already engaged via messenger with your business. Retargeting can be a powerful way to move your prospects down the sales funnel with additional offers or educational material.

The Holidays Are Approaching; Be Ready!

The end of the year is fast approaching, and for many small businesses this is the biggest quarter of the year so don’t wait to plan your holiday promotions. Below are a few tips to get you started.

  1. Review a calendar for upcoming important dates, make a quick list for reference. Halloween // Voting // Veteran Day // Thanksgiving // Black Friday // Christmas // NYE
  2. Review past promotions: Look at what promotions you did last year to support the holidays. Did they work? Do you like the collateral you used? Do they need to be updated?
  3. Freshen up past promotions or come up with new ones. No need to be fancy, keep it simple.
  4. Prioritize your promotions
  5. Determine how you will get the word out about your promotions:
    1. Send out Email Blast // How often and When
    2. Promote In Store // List out how you plan to do this 
    3. Social Media Post // How often and on what platforms
    4. Social Media Ads // Consider Budget // Ad Copy // Duration 
  6. Work on the creative: Design and create the flyer, emails, and social media posts.
  7. Mark your calendar with all promotions and when they’ll go out via social media and email marketing.

I know this seems like a lot but the planning stage should only take a few hours to do. Once this is done, designing the promotions and executing these simple steps will keep you on track and focused on your holiday campaigns.  

How does Facebook determine which ad to show?

I am constantly asked by clients “how does Facebook determine which ad they will display?”

Facebook uses an auction method to determine which ad will take the available inventory (ad space available). However, the auction isn’t solely based on whom bids the highest. Facebook aims to deliver a good experience for their users so they continuously monitor as they login to Facebook a million times a day. Facebook also takes into account how interesting and relevant they think the users will find each of these advertisers’ ads, and how likely they would take an action such as clicking or making a purchase after seeing the ad.

Facebook auction then ranks each eligible ad by its Total Value, and the ad with the highest Total Value will win the auction. Total Value is a numeric value calculated using several factors including the bid you submitted when you set up your ad, Facebook predictions about how the people in your audience will react to your ad, and how relevant Facebooks thinks your audience will find your ad.

Check out Facebook’s  E-learning course for more information on this: https://www.facebookblueprint.com/student/activity/176651