Ignite your digital marketing

Effective or Annoying? Facebook Officially Releases New Messenger Ads

Posted on 14th Jul, 2017 by

Users will start seeing ads in Facebook Messenger as a part of a series of changes rolled out by the social media giant last week. Although this gives marketers a new way to reach their audiences, not all are on-board with the idea nor believe this is an effective way of marketing… 

Will users click on these ads?

Prior to now, Facebook Messenger has traditionally been used as a platform for users to connect and communicate with friends through chat, not learn about brands, businesses, products or services. Some have argued that because of this, users will not be interested in Messenger Home Ads.

We investigated this idea and whether users actually clicked on Messenger Home Ads. Interestingly for one client, we found that these ads actually received double the amount of clicks, compared to their respective News Feed Ads. Although this is a singular case, it does show that it’s possible to achieve clicks through Messenger Home Ads.

Are Messenger Home Ads disruptive?

Simply by looking at the images below, we cannot ignore the fact that Messenger Home Ads take up significant screen space, which could potentially interrupt the user experience. We believe one of three outcomes could occur because of this large size:

  • Users will intentionally click the ads
  • Users will accidentally click the ads
  • Users will hide or ignore the ads

Do Messenger Home Ads reach less people?

We found that compared to News Feed Ads, the reach for Messenger Home Ads is significantly less. This could be due to the fact that not all Facebook members use Messenger, or that not all users in Messenger are able to see these ads. Either way, we believe the best way to ensure your ads reach your targeted audience, is by ensuring your campaign displays across various placements.

How can marketers leverage Messenger Home Ads?

For some businesses, Messenger Home Ads may be an effective placement to add to your existing Facebook advertising repertoire. However for others, this could mean wasted advertising budget and negative ROI. The easiest way to see which Facebook advertising placements work best for your brand is by simply launching and testing the results of your campaign. You can read more about this topic here.

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AN INSTANT PARTNERSHIP YIELDS LONG-TERM RESULTS

Posted on 30th Mar, 2017 by

Bonfire and the Instant Products Group are no strangers, in fact Bonfire have been leading the digital strategy for two of its divisions since 2013. However, late last year we welcomed Instant Sea Containers, the third and final division of the Instant Products Group on board.

The Divisions

The Beginning

Entering an unknown industry, Scott Rawson – Founder and Managing Director of the Instant Products Group, knew he needed to engage his trusted digital marketing experts.  Confident in our ability to deliver results, Scott approached Bonfire to lead the digital campaign for the company’s newest division – Instant Sea Containers.

The Strategy

The digital strategy designed and implemented for Instant Sea Containers differed from those previously created for the other two divisions. Due to the niche nature of the sea containers market, we knew that a multichannel digital marketing strategy would be required.  Bonfire recommended a combination of SEO, AdWords and Remarketing to drive the strategy.

The Results

After a short 6 months, this campaign has yielded some impressive results:

  • 69% of all goal conversions are driven by digital marketing
  • 50,000 impressions from Google Remarketing
  • AdWords accounts for 49% of all website traffic
  • Keywords have increased by 2,016 positions in Google
  • 90+ interactions with potential customers through Facebook Remarketing

The Bonfire team would like to say a big thank you to Scott Rawson and the team at Instant Products Group for their ongoing support and loyalty. To discover how a sea container can be transformed into fully functional space, visit the Instant Sea Containers website.  To learn about the company’s other product and service offerings, visit Instant Offices and Instant Toilets and Showers.

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