Facebook Messenger Ads: How to Use Them in Your Business

As you probably know by now, Facebook is a fantastic platform for advertising and targeting customers. But have you ever tried Facebook Messenger Ads? This is one unique way of creating and implementing ads on the platform that many marketers and retailers haven’t used yet. 

They pop up in the form of conversations with the aim of creating a conversation with potential customers. It’s about creating a more personal connection with the customers. It’s more direct and immediate than other types of online ads, and that’s one of its core strengths. Find out more about them below.

Messenger Home

Messenger Home ads are the ads that are seen on the user’s Facebook Messenger home screen. You can add an ad with a call to action in the form of a link. It’s all very simple and lots of people will see them because everyone who uses Facebook Messenger will go through their home screen before they read messages and things like that each day.

Sponsored Message

Sponsored Messages are the ads that appear directly in the inbox of the user being targeted. If a user has already interacted with the brand before, they can be targeted with a sponsored message. It pops up and appears to the user just like any other message on Facebook Messenger would. The message combined with an add and a link to buy.


These ads appear as regular Facebook ads, but when the user clicks on them, rather than being taken to the site where your products are being sold, a messenger tab opens and a predetermined message from the retailer emerges. It’s very simple and you can tailor the message to be whatever you like, providing you with a range of options.

How to Start Using Facebook Messenger Ads

Create a Facebook Messenger Ads Manager Account

First of all, you’ll need to have a Facebook Ads Manager account that you can log into. You can click the + Create button when you have your account up and running. It’s a big green button so you won’t miss it. This is how every new Facebook Messenger Ads campaign begins, and you can also link your Facebook account it the Ads Manager account.

Choose a Marketing Goal

You’ll have a wide range of marketing goals that you can choose from. This is about making it clear to the platform what you want to achieve with your ads. In order to get the Facebook Messenger option to pop up, you’ll need to make sure that one of the marketing goals you select is ‘Message’. You can also choose things like brand awareness, reach, conversions and traffic.

Decide on the Type of Facebook Messenger Ad

When you’ve been presented with the Facebook Messenger option, you then have to choose which type of Facebook Messenger ads you want to use. We’ve already talked about the three options further up on this page, so scroll back up if you want to find out more about them. Each offers something unique and helpful, but you just have to choose which is right for you.

Fill in the Audience Targeting Settings

Facebook uses a great ad targeting system, allowing you to choose from a range of options to decide precisely who you want to target with your ads. It’s best to start by creating customer profiles. You can then set the right demographics and decide which hobbies, interests and behaviours might define your target audience.

Select the Placements

Next, you need to decide precisely where your ads will be placed. Of course, if you’re choosing Facebook Messenger ads, a lot of this is done for you. There are some options depending on which type of ad you choose though. The platform guides you through this and makes it clear, so you’ll be able to get it right in the precise way that suits you.

Fix the Budget and Schedule

Facebook allows you to set a budget based on the lifestyle of the ads, so you can decide exactly how much you want to spend before you start anything. That’s definitely helpful, so think carefully and don’t spend too much or be too frugal. The amount you spend will have a say in how successful your ads are able to be.


At that point, you just need to finalise the ads and set them to launch. You can choose the start and end date of the ads lifespan. You can track the engagements level of your ads through Facebook Insights and use the analytics that are part of the platform as standard.

The Advantages and Benefits of Using Facebook Messenger Ads

The Audience is Huge

Whenever you use Facebook as a platform on which to advertise your products, you’ll be making use of one of the biggest hubs of people on the internet. The potential for reaching your audience is huge on Facebook, and most of the people you want to target will be regular users of Facebook Messenger, so it definitely makes sense from that point of view.

Personalization Options

Most adverts are not personal in any meaningful sense of the word, but that’s something that’s not necessarily true with Facebook Messenger Ads. They provide an experience to the user that’s highly personalised, giving you all kinds of options and the ability to connect with your audience on a more direct level that probably wouldn’t otherwise be possible.

Useful for Retargeting

If the types of Facebook Messenger ads you choose to run with are Sponsored Messages or Click-to-Messenger ads, the chats will stay there in the inbox of the person targeted. This is important because it makes the process of retargeting a lot easier and will help you out as a marketer in the long-term. Facebook is great for stuff like this. 

Facebook messenger ads should definitely be considered by you if you’re looking for a new and effective way to reach people with your marketing message. You know now how to create them and what makes them useful for retailers, so go ahead and make some of your own.

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