Facebook has added several features and options to Facebook Messenger ads over the past several months, providing new ways to communicate with customers and potential customers. However, advertisers are often confused.

Due to the huge number of requests, I have decided to do a piece on the different types of messenger ads.

The potential of Facebook Messenger ads is amazing. With so many users on the platform, this is the platform to use when creating ads and marketing strategies for your business.

When done right, some of the advantages of using messenger ads include:

1. You do not need a landing page as your chatbot can work as your marketing landing page and form.

2. You are able to retarget prospects who have not yet made a purchase on your site as yet.

3. It allows for customer care and support without the individual switching over to other channels.

4. The messaging makes it a more personal form of communication as the client feels cared for and are actually being heard.

5. Once a prospect clicks on the opt-in message, they immediately become a subscriber and this allows for a follow up.

6. Conversions on messenger are higher as compared to any other channel. This is mainly because most of th ads are usually custom made and the Click-Through-Rate is also high.

There are three types of messenger ads.
-Messenger Destination
– Messenger Home Placement
-Sponsored ads.



This is a regular looking ad whereby you are essentially telling Facebook to direct people into your messenger once they click on your ad. The ad appears in the Facebook newsfeed with a CTA that opens a messenger conversation.

A few things to note about destination ads…

You can target ANYONE (this is important – you can target interests, behaviors, custom audiences, etc.)

Available in the newsfeed (desktop and mobile)

Available for campaigns with the objective “page post engagement” or “send people to a destination on or off Facebook” – so, don’t panic if you chose another objective and don’t see Messenger as an option

Ways to use this ad type…

1. Retargeting
What’s the biggest “hang-up” in your Customer Journey?

Use destination ads to give people an extra touch point with your brand. Help them overcome any barriers to purchase.

2. Raise awareness
Here you can target cold traffic and let them know what your business and brand is all about. We have the option to run destination ads to cold traffic (people who have never heard of our brand).

This can be used to raise awareness and acquire customers, but—it must be done right.

The key here is to make sure the ad prompts an ideal sales conversation. Try to imagine that you are a prospective client. This way you are able to assess their needs.

Here’s how to get started.

1) Choose the Traffic objective (Note: This may appear as “Send people to your website” for some advertisers).

2) Choose your campaign name and click Continue.

3) Choose your audience, budget and News Feed placements (Note: You cannot use Instagram as a placement option when selecting Messenger as a destination).

4) At the ad level, choose your format. You can choose Carousel, Single Image, Single Video or Slideshow format. When choosing the format, it’s important to remember that Facebook recommends images to be 1200 * 628 pixels(1:91:1 aspect ratio), while carousel images 600*600 pixels(1:1 image ratio)

5) Choose the Page you want to connect.

6) Choose Messenger as your destination.

7) Type 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.

8) Select your call to action. I’d recommend Send Message so the user understands.

9) After you’ve reviewed your ad, click Place Order.

Keep in mind: Your Send People to Messenger ad won’t appear to people who don’t have the Messenger app.


Will only show in the home section of messenger. Those who have interacted with your page before, will able to view the ad. This is just a placement option for ads with any ad objective — it doesn’t have to be set up with a Messages objective. Users clicking on ads with this placement can go directly to your website if that is the campaign’s objective.


This type of ad will appear in someone’s messages. Can only appear to those who have messaged your page before. By default, the sponsored message placement is unchecked. If you check it, you will get the following message:All other placements are removed.

This type of ad only allows you to optimize for impressions. This means that it will show your ad to as many people within your audience as many times as possible.

1) Choose the Traffic objective (Note: This may appear as Send people to your website for some advertisers).

2) Type in your campaign name and click Continue.

3) Choose your budget.

4) Choose your audience. Keep in mind that you can reach people who’ve messaged your page before.

5) For placement choose Messenger. Note: selecting Messenger will turn off all the other placements.

6) At the ad level, choose your format. The option currently available is the Single Image format

7) Choose a website destination URL.

8) Write your headline, text and link description.

9) Once you’re happy with the ad, click Place order.


1. Your opt-in messages should be clear and relevant to the Ad.

2. The chatbot should provide value to prospective customers before asking for anything in return.

3. If you ask for a phone number or any other data, be sure to explain to the user how they should input that information.

4. Do not send more than 2-3 messages simultaneously. Use breakers such as ‘Got it’, ‘Next’ etc.

5. If you do not get an answer within 30minutes, try asking again in a different way.


Messenger ads despite being a wide topic, it has a lot of benefits for your business and the only way to get better at creating good ads, is by trying, failing and trying again until you perfect the art.

Subscribe, Like and Share!!


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s