Messenger Ads – Quang cao tro chuyen la gi, cach thiet lap

[lolovnmedia]

Messenger Ads – Quang cao tro chuyen la gi, cach thiet lap

Trong ky nguyen ma khach hang doi hoi su tuong tac truc tiep va tuc thoi, Messenger Ads (Quang cao Tro chuyen) da noi len nhu mot chien luoc marketing khong the thieu tren nen tang Meta Ads. Khac voi cac hinh thuc quang cao truyen thong chi dung lai o viec dua nguoi dung den website, Messenger Ads cho phep doanh nghiep (DN) mo cuoc tro chuyen voi khach hang tiem nang ngay tren ung dung Messenger. Day la phuong phap rut ngan chu trinh ban hang (sales cycle), tang ty le chuyen doi Lead va cung co moi quan he voi khach hang. Bai viet nay se giai thich Messenger Ads la gi, ly do nen su dung va huong dan thiet lap chi tiet loai hinh quang cao hieu qua nay.

Messenger Ads la gi? Loi the Marketing Hoi thoai
Messenger Ads la cac chien dich quang cao ma khi nguoi dung nhap vao, ho se duoc chuyen huong truc tiep den mot cuoc tro chuyen (Chat) voi Fanpage cua doanh nghiep thong qua ung dung Messenger. Loai hinh quang cao nay nam trong muc tieu Tuong tac (Engagement) hoac Khach hang tiem nang (Leads) trong Ads Manager.

xem thêm: https://lolo.vn/cho-thue-tai-khoan-q...-facebook-ads/

Cac loai hinh Messenger Ads
Messenger Ads co ba dinh dang chinh, tat ca deu huong den viec mo cuoc tro chuyen:
Click-to-Messenger Ads (Quang cao Nhan de Tro chuyen): Day la loai pho bien nhat. Quang cao hien thi tren News Feed, Story hoac Reels, va nut Call-to-Action (CTA) thuong la "Gui tin nhan" (Send Message). Khi khach hang nhap vao, ho duoc chuyen den hop tho Messenger.
Sponsored Messages (Tin nhan duoc Tai tro): Loai hinh nay Retargeting (Tiep thi lai). No hien thi duoi dang tin nhan trong hop thu Messenger cua nhung nguoi da tung tro chuyen voi Fanpage cua ban truoc do. Day la cong cu tuyet voi de thong bao ve cac uu dai moi hoac keo khach hang quay lai.
Home Section Ads: Quang cao hien thi tren man hinh chinh cua ung dung Messenger.
Loi the cua Marketing Hoi thoai
Toc do chot don nhanh: Messenger tao ra mot moi truong tu van truc tiep, cho phep DN giai dap thac mac, gui hinh anh chi tiet va chot don ngay lap tuc, giam thieu thoi gian khach hang phai cho doi.
Chi phi Lead hieu qua: Chi phi thu thap mot Lead thong qua Messenger (Messenger Lead) thuong re hon so voi viec dan khach hang den website.
Xay dung danh sach Lead chat luong: Moi cuoc tro chuyen deu tao ra mot danh sach nguoi dang ky ma ban co the Retargeting bang Sponsored Messages sau nay.

xem thêm: Messenger Ads – Quang cao tro chuyen la gi, cach thiet lap.

2. Huong dan Thiet lap Click-to-Messenger Ads chi tiet
Click-to-Messenger Ads la loai hinh quang cao tro chuyen co ban va hieu qua nhat, phu hop cho moi DN.
Buoc A: Thiet lap Campaign va Ad Set
Chon Muc tieu: Trong Ads Manager, chon Tuong tac (Engagement) hoac Khach hang tiem nang (Leads). Neu chon Engagement, hay dam bao Chon loai chuyen doi la Messenger.
Targeting Doi tuong: Su dung cac chien luoc nham muc tieu thong minh (Core Audience, Lookalike Audience) de tim kiem khach hang lanh. Luu y: Messenger Ads rat hieu qua khi su dung cho cac chien dich Retargeting doi voi nhung nguoi da xem san pham nhung chua nhan tin.
Chon Vi tri hien thi (Placement): Messenger Ads co the hien thi o nhieu vi tri. Ban nen bat dau voi News Feed va Story/Reels va su dung Breakdown sau nay de xem vi tri nao hieu qua nhat.
Buoc B: Thiet lap Noi dung Quang cao (Ad Creative)
Phan noi dung quang cao can ro rang rang muc tieu la tro chuyen.
Hinh anh/Video: Su dung Creative co van ban nhan manh rang hay nhan tin cho chung toi. Tranh Creative qua chung chung.
Van ban (Copy): Van ban chinh can co loi keu goi hanh dong (CTA) truc tiep nhu "Nhan tin ngay de nhan uu dai doc quyen!" hoac "Chat voi chung toi de duoc tu van mien phi!".
Nut CTA: Luon dam bao nut CTA chinh la "Gui tin nhan" (Send Message).
Buoc C: Thiet lap Trai nghiem Messenger (Messenger Experience)
Day la buoc quyet dinh hieu qua cua Messenger Ads. Ban phai thiet lap cau tra loi tu dong (Template) khi khach hang bat dau tro chuyen.
Cau chao mung (Greeting): Viet mot loi chao mung than thien. Vi du: Xin chao [Ten Khach Hang], chung toi la [Ten Page]. Ban muon duoc tu van ve san pham nao, hay nhuyen Ma UU DAI, hay dat lich hen?
Lua chon cua Khach hang (Customer Choices): Thiet lap mot loat cac cau tra loi nhanh (Quick Replies) hoac cac nut (Buttons) de khach hang co the nhap vao thay vi phai go chu. Vi du: 1. Tu van mua hang; 2. Nhận Code Giam gia; 3. Xem bang gia.
Muc tieu: Cac cau tra loi nhanh phai dan den mot hanh dong ro rang va dieu huong khach hang den nhan vien tu van hoac chatbot.
Loi khuyen tu Lolo Media: De toi uu hieu qua, cac DN nen su dung Chatbot de tu dong tra loi cac cau hoi thuong gap va chi chuyen Lead den nhan vien tu van khi khach hang co y dinh mua hang cao, giup giam tai cho bo phan sale.

3. Cach thiet lap Sponsored Messages (Retargeting Messenger)
Sponsored Messages la cong cu Retargeting cuc ky manh me de day cac Lead am (warm leads) di den quyet dinh cuoi cung.
Thiet lap Doi tuong
Doi tuong nguon: Khi chon Doi tuong Tuy Chinh, ban phai chon Nguoi da gui tin nhan cho Trang cua ban hoac Nguoi da tuong tac voi Messenger Ads truoc do.
Dieu kien: Ban chi co the gui Sponsored Messages den nhung nguoi da tung tro chuyen voi Fanpage cua ban truoc do.
Noi dung Tin nhan Tai tro
Thong diep ca nhan hoa: Khong nen gui mot tin nhan chung chung. Hay nhan manh vao uu dai dac biet (vi du: uu dai chi danh cho khach hang cu) hoac thong bao ve san pham lien quan (vi du: San pham ban quan tam vua ve them mau moi).
CTA ro rang: Tin nhan can co nut CTA de click (vi du: Mua ngay, Dat lich, Hoac Lien he).
Luu y ve Tan suat: Khong nen gui Sponsored Messages qua thuong xuyen de tranh gay kho chiu cho khach hang.

4. Toi uu hoa va Do luong Hieu qua Messenger Ads
Hieu qua cua Messenger Ads khong chi duoc do luong bang so luong tin nhan ma la chat luong Lead va ty le chuyen doi.
Cost Per Conversation (CPCv): Chi phi tren moi cuoc tro chuyen. Chi so nay cho biet quang cao cua ban co thu hut duoc su quan tam ban dau hay khong.
Messaging Conversation Started (Luot bat dau tro chuyen): Chi so nay can duoc toi uu lien tuc.
Lead Quality (Chat luong Lead): Day la chi so quan trong nhat, can duoc theo doi ben ngoai Ads Manager (tren he thong CRM hoac Excel). Ban phai so sanh ty le Lead chuyen thanh Don hang giua Messenger Ads va cac kenh khac.
Messenger Ads la giai phap toi uu de ca nhan hoa viec ban hang tren Facebook. Bang cach nam vung cac loai hinh quang cao tro chuyen va ap dung chien luoc chatbot/tu van kip thoi, cac DN co the bien mot cuoc tro chuyen thanh mot giao dich thanh cong. Day la linh vuc ma cac cong ty Marketing chuyen nghiep nhu Lolo Media da tich hop vao chien luoc tong the de mang lai ty le chot don tu van cao cho khach hang.