Facebook recently announced several Messenger platform updates, one of which was Messenger Destination for News Feed ads.
I’ve already started experimenting with this, and many of those who see my Messenger destination ad have been asking me how I created it. As I type this, Messenger destination is still rolling out, but let’s take a closer look at what it is and how it works…
Messenger Destination in Action
In the first image above, you’ll see that a Facebook ad using the Messenger destination looks just like a typical link share ad. However, when you click the thumbnail, description or call-to-action button, you’re taken to a conversation within Messenger.
The user is presented with a prepared message — or greeting — within Messenger. That could be a bot or it could simply be the message that the advertiser wants to appear for this ad. The user can respond and continue that conversation if they prefer, or act on whatever information is given to them.
Messenger Destination: Campaign
I create my campaignsThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More in Power Editor, and I recommend you do, too. Messenger destination is available within both Power Editor and Ad Create Tool, but the screen grabs I’m providing are from Power Editor.
When creating the campaign, you must use the Clicks to Website objectiveThe campaign objective is the ultimate goal for your Facebook ad. Your selection will impact options, including optimization and delivery. More.
Messenger Destination: Ad SetAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More
Set up your ad set the way you typically would. The only exception is that you cannot select Instagram within the placement options.
Messenger Destination: Ad
We’ll create an ad with a single image. The link thumbnail specs are the same for a typical link share (1200×628 or 1.91:1 aspect ratio).
If you have this option, “Messenger” will appear as a destination below Canvas.
Message Text: This is the greeting that the user will see in Messenger after clicking your ad. This is where you deliver whatever it is you’re promoting or start a conversation about a product.
Text: This is the text that appears above your ad. You’ll need to provide some motivation for clicking to drive the user to Messenger.
Headline: This is the bold headline that appears immediately below your image. Grab the user’s attention.
News Feed Link Description: When sharing a link, this would be the 150-character meta description that is pulled from your website. Here, you’ll need to provide a brief description of what you are promoting.
Call to ActionA call-to-action is a button or link on your ad that suggests the action you want your audience to take. Examples: "Learn More" or "Sign Up." More: A CTA must be selected when using Messenger destination. The call to action does not impact how the message is delivered.
There are currently 10 different CTA options. “Send Message” or “Contact Us” may seem most logical, but any of these could work in the right situation — particularly if you’re promoting a bot.
Messenger Destination: Example
As I said at the top, I’ve been experimenting with the Messenger destination ad. I decided to run an ad targeting people who attended any of my free webinars and promote my beginner and intermediate 4-week training programs.
As you can see in the image above, my greeting provides a link to the programs, but it also opens up a dialog in the event the user has questions about the training. Instead of having to search for answers, they can simply ask here.
How You Might Use Messenger Destination
Personally, I feel my example is a bit forced and not the best use of Messenger destination. But it’s always great to have options, finding new ways to communicate with our customers and potential customers.
I liked the example that Facebook gave at the top for a coupon code. Ideally, you’d be promoting a bot (an automated response that would guide the user towards a purchase), but that takes additional development and most brands may not be there yet.
The bottom line is that there are limitless possibilities here. Don’t feel like you have to use it for one particular purpose. Get creative!
Have you started experimenting with Messenger destination ads yet? What ideas do you have for how it might be used?
Let me know in the comments below!