Initially launched and tested in Australia and Thailand, Messenger ads, like one of the many other Facebook features, have successfully passed the test period are now a globally accessible feature. The feature will be available to all businesses to run their ads on messenger through the Facebook Advert Manager. The advertising feature also allows advertisers to use Facebook targeting to reach their desired users via their Messenger ads.
The advertising feature is not restricted to the size of a business, it is available to businesses of all sizes. With messenger having a monthly users of above 1.2 billion, this feature is set to be a boon to the advertisers. Messenger users will see these ads in the home tab of the Messenger mobile app. Like most of the other ads, the user will be redirected to the destination chosen during the ad creation, once they click on the ad. This destination could be the website chosen by the advertiser or could also be a messenger conversation.
The accessibility of the ads is limited to the Advert Manager and the Power Editor tools by Facebook. If the advertisers resort to using automatic placements, messenger ads are included in all the campaign objectives. Just like Audience Network, Messenger ads are also an additional placement option when the advertisers will run ads on Facebook.
Advertisers will be able to add Messenger to campaigns using the Traffic and Conversion objectives on 11 July, with more options like the App Installs objective, coming soon. If the advertisers need any further any help, they can get it from the Advertising Help Centre.
As mentioned above, the feature was first tested in Australia and Thailand, and here’s what Michiel Tops, General Manager of Marketing and Communication, Australian department store had to say about the feature, in a blog by the company:
“Messenger ads have been a powerful addition to our digital advertising campaigns, helping us reach our customers where they are already active and engaged. And thanks to placement optimisation across Facebook, Instagram, Audience Network and now Messenger, we’re able to continue to optimise our advertising spend and further drive business results.”
—Michiel Tops, General Manager of Marketing and Communications, Australian department store David Jones
Messenger ads is a new and the most recent advertising tool added by Facebook, it is believed to do well as it allows the advertisers to chat with the users directly if they click on their ad. This is one of the major differences that the feature holds to the Facebook Ads.
Here’s a link to the tutorial video for the new Messenger Ads.