It has been since the fall of 2016 that Facebook has been rolling out a feature for Page owners to create sponsored messages. Similar to emails but this feature (Messenger ads) has already been noticed by Facebook to be more effective. Tests have provided enough data that shows that Facebook messages from business pages have a much higher open rate than emails (with just 10-15% open rate).

It was in 2017 that Facebook sponsored messages were released to supplement Facebook’s click-to-Messenger ads. Although click-to-Messenger ads still are used to start conversations with the prospects, but it is with sponsored messages that advertisers can now easily re-engage previous conversations that ended without generating a lead or striking a conversation.

You are already automating valuable content to post to your Facebook Page using tools. Now is the time to automate direct messages to your business’s prospects using Facebook Messenger.

In this post we will be looking at what are sponsored messages, how sponsored ad works, why they are simply awesome (why brands must use them), some tips on how to use them right, and finally, how to create a sponsored Facebook message using ad manager.

What are Sponsored Messages on Facebook?

Simply put—these are ads directed to target users you’ve already had a past conversation with. Sponsored messages let you send relevant offers, promotions or business updates directly to people your business is already talking to in Messenger.

Such messages are best used to—nurture existing relationships by sending relevant offers, updates and other promotional content, re-engage customers where they left off in a conversation with your bot, drive existing customers to specific feature or product within your bot.

Facebook Sponsored Messages

How Sponsored Messages Work?

When a sponsored message is sent to someone, it appears in the person’s Facebook Messenger inbox. They only labeled as “Sponsored” once the chat is opened. Unlike other Messenger ads, these do not get marked as sponsored in the users’ Messenger home screens, making them look like any other conversation in the list.

All of this makes it a good idea to begin with Facebook Messenger destination ads. This will then have more people message your Page making adding to your list of people you can further target using sponsored message.

As on date, Facebook does not provide a display on the number of people that can receive sponsored messages. It automatically creates and updates the audience of people who have messaged your Page.

You need to also keep in mind that people can also choose to unsubscribe from your sponsored page. For that, we have tips and tricks for you to bring into practice to avoid people unsubscribing your Page.

Facebook Sponsored Messages: Tips & Best Practices to Promote Your Offer in 2019Click To Tweet

Why Facebook Sponsored Ads are a ‘Must’ for Businesses to Use?

According to a study by MaketingLand, Facebook drives almost 25% of all social referral traffic, it actually refers more traffic than every other social media platform combined. Therefore, the consumers on Facebook are the most likely to engage with ads and click off the platform.

There exist over 65 million businesses on Facebook and 4 million of them are already running ads on the platform. This goes on to show that your competition most likely already has a presence on the platform, therefore, it is a good strategy to have your brand presence marked on the platform as well.

According to this post by HubSpot, it may take at least 5 points of contact before closing on a customer, so reaching out with Messenger is just one more step along the chain.

The idea here is, to begin with, a smaller group, adjusting your custom audience to people who have visited your sales page. This is a smart idea as you’ll be able to manage a few conversations with people who are closer to making a purchase. That’s because, in any interaction with your customer, you always strive to provide value. You can offer a discount or a free informational guide to create a positive experience for your business prospects.

Best Practices on Using Sponsored Messages

As mentioned earlier, your competition is most likely making a presence felt using Messenger ads. Therefore, the key to making your Facebook sponsored ads stand out from the crowd is to focus on these core elements: the headline, the image, the copy, the targeting, and the post-click landing page.

Identify your Goal

First things first, you need to have a clear objective for your ads regarding traffic, conversions or messages. Post choosing an objective you can tailor your Messenger ad around what to need to achieve.

For example, if you want to drive traffic to your website you can give your audience a reason to visit your site, which can be a sale, new product(s), or exciting announcements that are likely to entice people. But if you are aiming for conversions—you must be clear on what your prospects are getting out of the ad click. Once they have clicked-through, you need to make sure they end up on a post-click landing page for them to convert.

Communicate More Clearly

If you are coming up with an elaborate ad that not only is flowery in the language but also is ambiguous then please think again. The recipients must be able to understand immediately what is it that you are promoting, how your brand, product or service can actually benefit them.

You should also clarify any necessary instructions for the prospects to take action in your greeting text itself.

Be More Responsive

You must’ve come across several marketing pundits advocating that Messenger experiences should flow similar to a typical dialogue, so it’s important that once a chat re-engaged, businesses don’t disappear or just go silent in the middle of the conversation.

It is a good idea to especially appoint someone to carry out your Facebook engagement. This someone can also be a bot (such as ZoConvert) that can get all of this work done for you while you take care of other “important stuff”.

Keep also in mind to set up an away message in order to let the customers know when to expect a follow-up response. This will further help you with managing customers expectations by avoiding lags in response-time.

The Importance of Targeting

The targeting on your Facebook Page tends to usually make or break your campaign. If you have a large Facebook following, targeting your current fans is the priority.

You will need to build a custom audience of website visitors to re-target people who have shown interest in your services or products. You can use a custom pixel on your website to be able to track your visitors. Then, you can come up with a re-targeting ad exclusively for them, offering them an incentive to return to your brand website again.

Keep the image and copy of your ad consistent but show it to multiple sets of audience. Remember, your audience can vary by geographic location, size, interest, age and more. So, invest time finding your most profitable audience, and also use these parameters for future advertisements.

How to Create a Sponsored Message (using Ads Manager)?

 Let’s take a step-wise look at how to create sponsored messages.

1. You need to click on the CREATE button.

2. Therein Consideration column, you need to select Messages. Here you must keep in mind that only one sponsored message will get delivered per person, per ad set.


3. To deliver multiple messages per person (within a single campaign)—select “Create Multiple New Ad Sets” located at the top of the Ad Set section.

4. Next, in the Messages section, you need to select “Sponsored Messages” from the ad type drop-down plus the Facebook Page for which you are running the campaign.


5. A list of a custom audience—of people who have already had an interaction with your brand Page via Messenger will automatically be created. You can also add additional targeting criteria to this list of an audience by selecting “Show Advanced Options”. Remember that your audience size must at least be twenty people post setting your target preferences.

6. Next, in the Placements section, select “Automatic Placements”. If you choose to go with the other option of “Edit Placements” then only Sponsored Messages” can be selected.

7. When placement notifications appear, you are required to toggle it to “Turn On”.


8. Next comes the question of your budget and scheduling your post. It is likely that your messages will get properly delivered in 3-5 days post your campaign begins. When manually scheduling the campaign date (both start and end), it is recommended that you set your campaign length to be at least one week long—in order to ensure its full delivery.

9. In the next section that is—Message Setup, you need to choose either “Image & Text” or “Text Only” as your option.

10. Next, under the Page & Links, you provide the Facebook Page you’d like your ad campaign connected to.

11. Then you select a CTA from the Call to Action list that’s given to you.


12. You must check for any errors and incompletion by clicking on Review Order.

13. Finally, to complete your order click on Place Order. You’ll then be able to track the process of your Facebook Messenger sponsored ad.


Boost Conversions like Never Before with Facebook Sponsored Ads

Sponsored messages are a great way for businesses to convert more prospects to buyers. Remember to add value in every point of contact with customers, and start with a small audience to best manage communication.

Compelling ads are only one piece of the puzzle. Optimizing post-click experience is equally important. To be able to efficiently do that you can (and must) use a platform capable of providing the best end-to-end solution. ZoConvert does exactly that for you. Give it a shot and see your conversions boost like never before. Click here to read how you can create messenger ads using ZoConvert.