Short guide on advertising in Facebook Messenger

Over the past few months, Facebook has added to its messenger. These innovations allowed the brands to interact more effectively with their audience and potential customers. However, for many advertisers, new features are still an unknown audience. Therefore, the western specialist John Loomer decided to understand how advertising in Facebook Messenger works and what it is like.

Facebook Messenger offers users three advertising options:

  • Messenger Destination
  • Messenger Home Placement
  • Sponsored Messages Placement

Messenger Destination

Messenger Destination allows advertisers to create ads, click on which opens a dialog box in the messenger. It is important to know that when creating such an advertisement, you must choose where the user will be directed.


Most often, an external URL is specified here. If you decide to choose Messenger, you must first upload an image for the ad. Facebook recommends the size of 1200 x 628 px, or the aspect ratio 1.91: 1.

After that you need to fill in the remaining fields – title, text, CTA-button, link.


Your ad will look something like this:


As mentioned earlier, after clicking on the ad the user will open a dialog in the messenger. And you need to configure how it will look like. Click the “Set Up Messenger Content” button and the following field will open:


A Messenger Ad can contain either text only, or an image and text, or a video. If you chose the only text for yourself, you must fill in the “Introductory Text” field, the text of the message (text) and select the button.


The introductory text appears above the text of the message itself. A button is a link that leads users to wherever the advertiser needs.

After completing all of the above, the user will see something like this:


If desired, you can add more CTA buttons.

The process of creating an ad with an image looks much the same. And if you chose a video, then the file size should not exceed 25 MB.

Messenger Home Placement

If you selected the Messenger Destination option, your ad can appear in various placements (places where advertising is displayed) – for example, in the social network news feed on the desktop, in the Instagram stream, etc., but users will be redirected all the same only in the messenger. However, there are placements in Facebook Messenger itself.

When choosing the place where your advertisement will be displayed, you can see that the Messenger line offers two options – Home and Promoted Messages (Sponsored Messages):


An advertisement that was created earlier (Messenger Destination) may also be displayed when you select Messenger Home Placement. It will look like this:


This ad will appear on the home screen of Facebook Messenger, as well as just below the messages.

Promoted messages

Promoted messages (Sponsored Messages) can also act as a placement. Such a message can appear in the dialogs in the messenger, and not just on the home screen.

But such advertisements have one limitation. Facebook allows sending them only to those who previously corresponded with the brand page.

By default, the placement of such promoted messages is not defined. Clicking on it, you will see a reminder, which says that delivery of promoted messages disables all other placements.


By choosing this placement, you disable all the rest. When creating your ad, do not forget to select your page.


In the section of individually tuned audiences, you will get an innovation, which we mentioned above – you can target such ads only to users who already entered into correspondence with your page. If this audience is not yet created, create it. And if you’ve already used it before – make sure you last listed your page.

To create such an audience, click on “Create” and select “Custom Audience”:


Then select Engagement:


Then – “Facebook-Page” (Facebook Page):


To create an audience, select your page and “People who sent messages to your page”:


In the time frame, it’s best to indicate the last 365 days, otherwise, the audience will be too narrow. All other targeting options, such as gender, age, etc., also narrow your audience.

In the “Optimization” tab, you’ll notice that you can only optimize the price for impressions.


Then you need to specify the size of the bet manually. Facebook defaults to $ 30. Here you can experiment as you like.

The “one image” format when creating an ad is your only option:


Do not forget to specify:

  • URL: where the user will go when he clicks your CTA-button.
  • Title: Bold text under the picture.
  • CTA-button: the button with the link located at the bottom.
  • Description: gray text under the heading.

In the end, your ad will look like this:


When a user clicks on it, he will see this:


It’s your turn

Have not you started experimenting with instant messaging yet? If you already have successful examples of using this method in practice, share them in the comments.


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