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How to Incorporate Facebook Messenger Ads Into Your Campaign

Allowing your audience to engage with you via messenger can increase your quality of customer service. Facebook recently incorporated messenger advertising into their ad choice which can change the way you approach your campaign. 

Facebook Messenger Ads

Facebook messenger ads can be split into two categories which are direct and placement. 

At the beginning of 2015, monthly usage of the top four messaging apps surpassed usage of the top four social networks. And, over ONE BILLION people use Facebook Messenger as a whole.
Digital Marketer


This option will allow you to direct users to Messenger to initiate conversation with your business. 

What would you use this for?

  • Tech support ads
  • Sales
  • Customer service

This ad will help build the initial conversation between you and your audience via Messenger. 


Placement refers to placing an ad directly into messenger.

What would you use this for?

  • Coupons
  • eBooks
  • Whitepapers

Focusing this style of ad on something that brings value to the user will remove the intrusive element of appearing in someone's inbox. 

Getting Started

When a person clicks or taps on your ad in News Feed, a conversation with your business will immediately open in the Messenger app (if the person is on a mobile device) or on the web (if the person is on a desktop computer). People can return to this message conversation at any time on any device with Messenger installed to continue the conversation.
Facebook Developer Tools

How do you set-up Messenger Ads?

  1. Go to ads creation in Ads Manager or Power Editor
  2. Choose Traffic or Conversions objective (Note: Traffic may appear as Send people to your website for some advertisers)
  3. Choose your campaign name and click Continue
  4. Choose your audience, budget, and placement.
  5. Note: You cannot use Instagram as a placement option when selecting Messenger as a destination
  6. At the ad level, choose your format. You can choose Carousel, Single Image, Single Video or Slideshow format
  7. Choose the page you want to connect
  8. Choose Messenger as your destination
  9. Choose a welcome message. When people click on your ad, they will automatically be directed to Messenger and receive a copy of your ad and the welcome message.
  10. After you've reviewed your ad, click Place Order

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