Facebook Messenger: Destination Ads

Messenger gives your business a fast and convenient way for people to get in touch to schedule appointments, ask questions about your products and services and more.

There are two types of Facebook Messenger ads:

  1. Facebook Messenger as a destination
  2. Facebook Messenger as a placement

Today, we'll talk about Facebook Messenger as a destination.

Messenger as a Destination

Destination ads appear in the newsfeed with the same look and feel as a regular ad. When clicked on, your image, video or slideshow ad and CTA button will directly open up a Messenger thread. People will then see a copy of your ad + message text and are required to send a message to the business to start the conversation.

Get Started

Note: You cannot use Instagram as a placement option when selecting Messenger as a destination

  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. At the ad level, choose your format. You can choose Carousel, Single Image, Single Video or Slideshow format
  6. Choose the Page you want to connect
  7. Choose Messenger as your destination
  8. 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.
  9. After you've reviewed your ad, click Place Order

How to Use Messenger Ads

Facebook reported that more than one in two people say they’re more likely to shop with a business they can message, and 67% of people expect to message businesses more in the next two years. This is where destination ads can help overcome any barriers that may restrict your customer from making a purchase. 

  • Promote your new offerings: Use your ad to promote new or seasonal offerings and engage your customers in a personal real-time conversation. 
  • Offer a discount: Use destination ads that open a Messenger conversation as a unique way to provide a coupon code and a personalized experience for your customers.

Check out the graphic below. These numbers show us that as marketers, we have an opportunity to tap into a massive channel to help grow our business and customer service.