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A New Way of Advertising via Facebook Messenger

Imagine you can advertise directly to a person you have interacted with in the past via Facebook Messenger. Imagine you are able to send an instant link ad to a person you’ve chatted with in the Facebook Messenger some months ago.

A New Way of Advertising via Facebook Messenger
 

Imagine

Imagine you can advertise directly to a person you have interacted with in the past via Facebook Messenger.
Imagine you are able to send an instant link ad to a person you’ve chatted with in the Facebook Messenger some months ago.
Imagine your ad standing out among all other ads by being as close to a person as you’ve ever been.
Now, believe it or not but your imagination has just come true!

A new audience 

Facebook has launched a new type of custom audience, called ‘Open Thread Engagement Custom Audiences’. It allows you to collect all the people you have been in direct touch with via Facebook Messenger. That way you’ll reach a highly relevant and lucrative audience.
This ‘Open Thread Engagement Custom Audience’ is a new type of engagement and part of the general ‘Engagement Audiences’ we have introduced you to some weeks ago.

A new placement

In addition to the new audience that we’ve called ‘Open Thread Engagement Custom Audience’ we would also like to introduce you to a new advertising placement, which Facebook has been talking about for a while: Messenger.

How does it work if you would like to combine the new placement and the new engagement audience?

  • Create a new Open Thread Engagement Audience using the ‘Engagement Audience’
  • Create a new campaign
  • The campaign goal must be ‘conversions’ (website conversions) or ‘link click’ (clicks to website)
  • Create a new ad set and select ‘Messenger’ as a placement. Take note that Facebook Messenger can only be used by itself and that both the optimisation goal and bill event must be ‘impressions’
  • Create a new ‘link ad’ and associate it to the Open Thread Engagement Audience. We can create other types of ads if they are attached to different types of audiences than Open Thread Engagement Audience
  • Publish the campaign

If you follow these steps you are ready to go!

What’s so special about it?

This is a completely new way of advertising and using Engagement Custom Audiences (See previous blog.)

You’ll be able to be in direct touch with people you have been in contact with in the past and use these connections and previous relations to send an instant link ad via Facebook Messenger. With this new feature, Messenger can be selected as a placement in the ad set (next to Instagram, mobile, news feed or Audience Network).

Ultimately, it’s not only a new way of advertising and using audiences but also an entirely new advertising placement using the Facebook Messenger.

If you don’t believe it, go check it out now and let us know in the comment section how you find the newest features.

Until then, stay tuned.

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Johanna Drouin

The Content Marketer of The Next Ad. Passionate about travelling, surfing, brand storytelling and kickboxing.