Ultimate Guide to Facebook Messenger Ads in 2023

facebook messenger ads

Facebook Messenger Ads are a powerful marketing tool that can help you reach potential customers and drive sales. These ads can appear as a sponsored message, an image or video, or a carousel of multiple images.

A study revealed that more than 20 billion messages are exchanged between people and businesses each month on Messenger. In a survey, 61% of people said they would be more likely to do business with a brand if they could contact them through Messenger.

According to Facebook, brands that used Messenger Ads to retarget people who had previously interacted with their brand on Messenger saw a 14x return on ad spend. In addition to that, Messenger Ads have an average open rate of 70-80%, compared to email marketing’s 20%.

In this ultimate guide, we will cover everything you need to know about creating and running effective Messenger Ads on Facebook.

What are Facebook Messenger Ads?

Facebook Messenger Ads are advertisements that appear in the Messenger app. They can be sent as sponsored messages, sponsored ads, or Messenger Stories ads. These ads are highly targeted, meaning they are shown to people who are most likely to be interested in your product or service. Messenger Ads can be used to:

  • Drive traffic to your website or landing page
  • Promote your product or service.
  • Generate leads and sales.
  • Increase brand awareness.

Getting started with Messenger Ads

First, it’s important to understand the different types of Messenger ads available. There are three main types of Messenger ads:

  1. Sponsored Messages

 These are ads that appear directly in a user’s Messenger inbox. They can be sent to anyone who has previously interacted with your business in Messenger.

  1. Click-to-Messenger ads

These ads appear as regular ads on Facebook, but when a user clicks on the ad, they are taken to a Messenger conversation with your business.

  1. Messenger Home ads

These ads appear in the user’s Messenger Home tab, alongside their recent conversations.


Once you’ve chosen the type of Messenger ad you want to create, you can start building your campaign. Here are the steps you’ll need to follow:

Step 1: Choose your objective.

As with any Facebook ad campaign, you’ll need to choose your objective first. Messenger ads can be used to achieve a variety of goals, including driving website traffic, generating leads, and increasing sales. Choose the objective that aligns with your business goals.

Step 2: Set your budget and schedule.

Next, you’ll need to set your budget and schedule for your Messenger ad campaign. You can choose to set a daily or lifetime budget, and you’ll need to choose the start and end dates for your campaign.

Step 3: Choose your target audience

Targeting is a crucial part of any Facebook ad campaign, and Messenger ads are no exception. You can choose to target users based on a variety of factors, including demographics, interests, behaviors, and more. You can also create custom audiences based on data from your website or email list.

Step 4: Create your ad

Now it’s time to create your Messenger ad. You’ll need to choose the ad format (Sponsored Message, Click-to-Messenger, or Messenger Home), and you’ll need to write the ad copy and choose any images or videos you want to include. Make sure your ad is visually appealing and includes a clear call to action.

Step 5: Review and publish your ad

Finally, review your ad to make sure everything looks good, and then publish it. Your ad will be reviewed by Facebook before it goes live, so make sure you follow Facebook’s ad policies.

How to target Messenger Ads?

Facebook allows you to target Messenger Ads based on a wide range of criteria, including:

  • Location

You can target your ads to people in specific locations, such as cities, countries, or regions.

  • Age and Gender

You can target your ads to people based on their age and gender.

  • Interests

      You can target your ads to people based on their interests, such as sports, music, or food.

  • Behavior

You can target your ads to people based on their behavior, such as their purchase history, device usage, or job title.

Measuring the success of Messenger Ads

To measure the success of your Messenger Ads, you can use Facebook Ads Manager. Here are some metrics to track:

  1. Click-through rate (CTR)

This measures the number of clicks your ad receives compared to the number of times it is shown.

  1. Conversion rate

This measures the percentage of people who take the desired action, such as making a purchase or filling out a form, after clicking on your ad.

  1. Cost per click (CPC)

This measures the average cost per click on your ad.

Return on investment (ROI): This measures the amount of revenue generated compared to the amount spent on the ad.

Best practices for Messenger ads

Now that you know how to create Messenger ads, let’s look at some best practices for making your ads as effective as possible:

  1. Keep your messaging personalized and conversational.

Remember that Messenger ads are a form of direct messaging, so it’s important to keep your messaging personal and conversational. Avoid using overly salesy language and focus on providing value to the user. Use their name, location, and other relevant information to make the message more engaging and personalized.

  1. Use attention-grabbing visuals and compelling call-to-action.

Use high-quality visuals that grab attention and convey your message effectively. Images or videos can be used to create a more compelling ad. Include a clear call-to-action (CTA) in your Messenger Ad, such as “Shop Now”, “Learn More”, or “Sign Up”. This will help to direct users to the next step and encourage them to take action.

  1. Use chatbots to automate responses.

Chatbots can be a powerful tool for Messenger ads, as they can help automate responses to common questions and help users navigate through the conversation. Just make sure your chatbot is well-designed and provides a good user experience.

  1. Test different ad formats and targeting options.

Like any Facebook ad campaign, it’s important to test different ad formats and targeting options to see what works best for your business. Experiment with different ad formats and targeting options to find the right mix for your target audience.

  1. Monitor and optimize your campaign regularly.

Finally, make sure you’re monitoring and optimizing your Messenger ad campaign regularly. Use Facebook’s reporting tools to track your ad’s performance, and make adjustments as needed to improve your results.

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