A Comprehensive Guide On Facebook Messenger AdsPosted on 07 Apr by

A Comprehensive Guide On Facebook Messenger Ads

It’s always great to have options and exploring new ways to communicate with potential customers to improve a business. Facebook Messenger Ads now makes it easy for business enterprises to get in touch with the customers using Messenger Ads. It provides a fast and convenient way to get in touch and arrange appointments, ask questions about the products and services, and much more. Here, in this post, we’re trying to give you an idea on what Facebook Messenger Ads are, why businesses should be using them, and how to create them!

What Is Facebook Messenger Ads?

Focusing on generating conversation between advertiser and audience, Facebook has launched Messenger Ads. Now, one can create a Facebook advert that opens the Messenger chat window between the business and the prospective customer. Facebook has now introduced two new ways for advertisers to expand the reach and increase engagement. Both the ad types are designed to start or continue conversations with the users and they are as follows:

  • Messenger As News Feed Destination: The objective of these ads is to get users to contact the advertiser through Messenger. Destination Messenger Ads are shown in the News Feed like regular ads with a Call-To-Action - ‘Send Message’- and when a user clicks on the advert, it will take them from their Facebook News Feed to the messenger box set by the advertiser.
  • Sponsored Messages: Sponsored Messages allows advertisers to re-engage users who have had conversations with their business in the last six months. These type of ads will allow advertisers to deliver messages right to the users’ inbox, increasing the chance of reading the whole message.

Let’s get into the details!

Messenger As News Feed Destination Ads:

Facebook Messenger Ads

How Does It Work?

When a user clicks on the advert in News Feed, a conversation with the business will immediately open in the Messenger app (if the user is using a mobile device) or will open on the web (if the user is on a desktop computer). The user can return to this conversation at any time on any device with Messenger installed to continue the conversation.

How To Create Messenger As News Feed Destination Ads?

Building a News Feed ad with messenger as the destination is easy. Follow the simple steps given below:

  • Go to advert creation in Adverts Manager or Power Editor.
  • Choose ‘Traffic’ as campaign marketing objective  (Note: This may appear as 'Send people to your website' for some advertisers).
Facebook Messenger Ads 
  • Choose the campaign name and click continue.
  • Choose the audience, budget, and placement as in the case of usual adverts. (Note: We cannot use Instagram as a placement option when selecting Messenger as a destination).
  • At the advert level, choose the ad format. One may choose carousel, single image, single video or slideshow format.
  • Choose the page that we want to connect.
  • Choose Messenger as the destination. The Messenger icon will be added to the call-to-action button, which allows users to know that a click or tap will open Messenger.
  • Choose any of the existing call-to-action text options, including ‘Send Message.'
Facebook Messenger Ads 
  • Choose a welcome message. When people click on the advert, they will be directed to Messenger automatically and receive a copy of the advert and the welcome message. Create this greeting with message text or a 'structured message' (JSON) to provide users with additional guidance on how to proceed with the conversations in Messenger.
Facebook Messenger Ads 
  • Review the advert and place the order.

Note: Using the Website Clicks objective will optimize the advert to be delivered to people who will open Messenger.

Customizing Welcome Message:

A chat initiated in the Messenger from a News Feed ad shows users a message that will override the bot's 'Get Started' screen. To create an automated greeting, one has to choose 'Message Text' or 'Structured Message' (JSON) while creating the advert.

  • If you choose 'Message Text,' people who click or tap on the ad will get a copy of the ad and message text in the Messenger chat.
  • If you choose 'Structured Message' (JSON), we can send a customized message in the Messenger. The 'Structured Message' can include text, templates, media (images, videos), quick replies, and a call-to- action button. People who click on the advert will receive the structured message, and they won't receive a copy of the advert.

How To Set-Up A ‘Structured Message’?

  • After choosing Messenger as the destination for the ad, choose 'Structured Message' and add the configured code.
  • Click 'Send Test Message' to preview the structured message in Messenger.

Facebook Messenger Ads

Facebook Messenger Ads

Tracking Success Of The Ad:

Advertisers can review the number of replies and clicks coming from the ad by adding the fields ‘replies’ and ‘clicks’ to the ad report.

  • You could attribute a person's responses in Messenger to the ad itself by leveraging the Send or Receive API to attribute a PSID back to the Ad ID.
  • Postbacks: You can initiate a manual ad attribution by specifying a proper payload for the postbacks triggered from a 'structured message' (defined with JSON).
  • Messages: After the user receives the ad, check for the metadata in the user's reply sent to the webhook. The metadata will contain the Ad-ID, making it easy to link it to the ad.
Learn More At - https://developers.facebook.com/docs/messenger-platform/referral-params?__mref=message_bubble 

If you need to measure conversions related to this ad unit, you should include the Facebook Pixel on the web page to track the conversion. Currently, the events that occur within a Messenger conversation can’t be tracked individually. Advertisers will have to track this conversion separately as these are not currently included in Facebook reporting.

 Sponsored Messages:

Using Facebook sponsored messages, an advertiser could deliver advert into users inboxes. It is a part of Facebook’s Chabot program. Advertisers can access these ads through Power Editor or the Ads API. Advertisers could target all open conversations or could even create a new custom audience based on page-scoped ID. These ad formats allow targeted updates, information about promotions or reminders and other relevant messages to be sent.

Facebook Messenger Ads

How To Create Sponsored Messages?

  • Go to advert creation.
  • Choose ‘Traffic’ or ‘Conversions’ as campaign marketing objective.
  • Choose the campaign name and click continue.
  • Choose audience and budget as in the case of usual adverts.
  • In placement, click on Edit Placements and choose Messenger. (Note: We can run sponsored messages only on Messenger; therefore no other placements will be available).

Facebook Messenger Ads

  • In the case of targeting, our total potential audience will be people who have messaged our business in the past six months. One could create a new custom audience based on page-scoped ID. Exclude segments based on Facebook pixel events or demographics.
  • As far as bidding is concerned, only CPM is available. Impressions will be counted when a user is shown the message in the inbox, and it will not be counted multiple times if the user re-opens the inbox.
  • Creative: Single image ad with a headline, sub-text, and call-to-action (CTA) with the recommended image size of 1200 x 628.

Facebook Recommendations:

  • Recommended audience size is greater than 50 people.
  • It is better to exclude segments based on demographics or Facebook pixel events.
  • Plan to be active and responsive once you have customers who have re-engaged.
  • The recommend creative image size: 1200 x 628.

Benefits Of Facebook Messenger Ads:

  • More personalized customer service experience by opening private conversation.
  • Complete the entire sale process in messenger using chatbots.
  • A stronger relationship with customers.

Potential Strategies For Using Messenger Ads:

  • Share deals and offers
    • Offer a discount
    • Promote new offerings
  • Drive awareness of new products or services
  • Encourage bot re-engagement

Best Practices:

  • Consider the ideal creative format according to the business objective. (Remember, clicking on a photo ad in News Feed leads to the Messenger, but a click to play a video ad will open the video).
  • Choose apt call-to-action for the advert to set expectations for how users will experience the bot.
  • Use consistent language format used in the ad copy to the language used in the bot.
  • Use an eye-catching imagery which reflects insights about the target audience to capture users’ attention.
  • Leverage structured messages (JSON) to follow up. (Otherwise, users who click on the ad will receive a copy of the ad as their first message).


Facebook Messenger Ads allows the advertiser to reach specific groups of people to interact with them. This type of advert is a simple, effective and measurable way to promote your presence on Messenger. It allows the advertiser to build personal connections with the customers. Facebook Messenger ads are great for advertisers that are looking to re-engage with a specific group of people, build brand awareness, and have users interact with their bot. Over 30,000 bots have already gone live on Messenger with millions of other businesses responding to the messages manually through their Facebook Page. So, now it’s your time to go live with Facebook Messenger Ads. Keep calm and kick start your messenger ads now!!

This resource was published by
07 April 2017
  • Akhil is a Search Engine Marketing specialist at Webdura Technologies. He is a Bing Ads Accredited Professional with AdWords, Analytics and Hubspot certification.


4 responses to “A Comprehensive Guide On Facebook Messenger Ads”

  1. Aly says:

    Thanks a lot Akhil! Your support was invaluable for reaching my marketing goals on Facebook Messenger! Thanks!

  2. Very helpful overview of this new FB tool. Thanks.

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