Facebook Messenger Ads, Anyone Have Luck?

[lostchoas]

I'm doing work for an insurance agency client, and I'm experimenting with facebook messenger to provide leads in the form of texts on messenger.

My Goal: To go after people who work in the medical field in a small city with an 80,000 Population. My audience size is at about 6,500 after adding every conceivable audience I could think of related.

I want the destination to be a message sent to my client via messenger it self.

The client is specifically Auto Insurance.

My Strategy:
Targeting Job titles and local medical care brands near me. I was only looking for job titles and interests or employers.

The client has a really good offer especially targeting medical employees in the area.

I created 6 ads with different images, using HQ pics related to medical with no image text.

Where I seem to fall short is, once they click on it, no one is sending a message back. I don't have auto message text, as I assumed they'd just open conversation with my client. I am working now on adding an auto message.


Has anyone had any experience with these type of ads before? Any tips would be appreciated.

 

[digitaldave]

Hey, I was in the same place as you last month. I setup my messenger ads thinking hundreds of people would message me through my carefully crafted ad and....nothing! I recently started using messenger as the destination for Facebook ads. I had the same problem at the beginning when I started trying to drive traffic to messenger as oppose to website/blog. We had the same problem, we got a decent amount of clicks but once they clicked through people would exit messenger. One thing to remember is that messenger ads are still pretty new and people are not used to messaging companies through Facebook just yet. Well, it's not common practice just yet. So I went back to the drawing board and I tried to figure out why people were not sending us a message to avail of the free offer. Some reasons I came up with were

1. maybe I wasn't actually targeting the right audience

I made three variations of my original target audience to test this out. Sometimes your "ideal" target audience is actually not an ideal target audience. So I tested out and it turned out to be true. My new targeting proved to get more traffic than my original target audience.

2. Maybe people were not ready to message me

I put myself in the buyers shoes. If I saw an ad on Facebook with the CTA message now, I don't know if I would actually message the company. It just seemed a little bit too real to me. It kind of felt like I would be signing up to a sales call if I pushed that button. What I did was setup a bot and hooked it up to our messenger and clearly stated in the ad that they would be talking to our company bot so when a customer would click on an ad it would initiate the process. We split test the copy on the ad. We had one ad stating that they would be talking to a bot and one that didn't. Interesting enough the ad stating the bot chat actually performed better. Now, we only tested this to a small extent so you shouldn't take this as gospel, you would need to test it our for yourself but it's what we found.

Overall we decided to put the messenger ads on hold as they just weren't producing the results we wanted. We talked about possibly using messenger as the CTA for re-targeting ads at a later date when customers are more familiar with our product and possible more comfortable with messenger ads.

You know what really worked well for us for gathering leads? Lead Gen ads! We ran them as a test last week and we have got a shitload! Anyway, that was our process and journey with messenger ads. Hopefully, it gives you some food for thought. If you need any more help or info shoot me a PM

 

[lostchoas]

Interesting. I will keep that in mind as well as you. So far we haven't had too much success with the current ads but are still testing. I will defiantly consider Lead Ads if we don't see any results soon.Thanks for the insights!

I'll post my results as soon as i have em.

 

[Lunaaa]

Following

 

[digitaldave]

Interesting. I will keep that in mind as well as you. So far we haven't had too much success with the current ads but are still testing. I will defiantly consider Lead Ads if we don't see any results soon.Thanks for the insights!

I'll post my results as soon as i have em.

Yeah, please do. Be interesting to see what is working. Something to also keep in mind is when you are testing or a/b testing. Try not to read that much into gender and age and all the specifics when your a/b testing. I have a friend who is ex-facebook and I was telling him about how it was great that we had figured out that our product was more successful in females ages 24-34 and we had started to run separate ads just targeting those stats. He told me that unless your ads are naturally going to be targeted towards a certain gender or age by default that Facebook's algorithm essentially decides for you. So if 3 females age 24-34 click on your ad Facebook will then start pushing it more towards those people. I was disappointed because I thought I had cracked the code ha ha. You might already know all this, I'm just passing on the info as it was something else that we have learnt in our Facebook ads journey