5 Ways to Set Up Advertising on Messenger Facebook and the Best Practices

Advertising on Messenger Facebook and the Best Practices
With over 1.5 billion monthly active users on Messenger, advertising on Messenger provides a unique and underutilized opportunity to reach potential customers. But what exactly is advertising on Messenger? And how can it be leveraged to reach potential customers?
In this blog, we’ll explain what advertising on Messenger entails, how to harness and explore its potential to drive business growth.

Concept of Advertising on Messenger

  • Similar to its name, advertising on Messenger is a type of Facebook advertising that appears within the Messenger app, allowing businesses to directly reach their audience in their Messenger inbox, providing a more direct and personalized communication channel compared to traditional advertising placements.
  • Advertising on Facebook Messenger can vary significantly in cost, but on average, businesses typically pay between 9.5 – 10.5 USD for every 1000 times their ad is displayed. In other words, your advertising costs are calculated at 9.5 – 10.5 USD after your ad has been seen 1000 times by users.
  • The cost per click to boost awareness has stabilized since 2020 at around 2.14 USD per click. It’s important to note that this is an average figure, and the actual costs may vary depending on factors such as target audience, ad quality, and your bidding strategy.

What types of advertising are there on Messenger?

Advertising on Messenger encompasses various formats, each designed to help businesses achieve different objectives.
  1. Ads on the Messenger home screen.
  2. Sponsored messages.
  3. Click-to-Messenger ads
Advertising on Messenger
Advertising on Messenger

Advertising on Messenger on the Home Screen

  • This type of advertising appears on the home screen of the Messenger app, allowing businesses to reach users even if they haven’t interacted with the business before.
  • These ads are designed to seamlessly blend with the user’s favorite content and come in various visually appealing formats. Each time an ad is run, businesses can track the number of views, reactions, shares, and clicks on that ad. They can then use this detailed information to refine their advertising campaigns in the future.
  • The goal of advertising on the home screen is not just to increase click-through rates but also to initiate conversations. Therefore, it’s crucial to keep your message friendly and conversational.

Sponsored Messages

  • Sponsored messages are a type of advertising on Facebook Messenger that allows businesses to send targeted promotional offers and updates directly to users who have previously interacted with them on Messenger.
  • These messages appear directly in the user’s Messenger inbox, just like a regular message. Users can respond to sponsored messages like any other message. Businesses can handle these responses manually or use automated systems like chatbots to manage the conversation.
  • The content of sponsored messages can include text, images, and interactive elements such as buttons and quick replies. This allows businesses to create engaging and personalized messages
Advertising on Messenger
Advertising on Messenger

Click-to-Messenger Ads

  • Click-to-Messenger ads are a unique type of advertising that appears across various Facebook platforms, including the news feed, Instagram, and Messenger. When users see these ads, they’ll encounter a default call-to-action button prompting them to send a message. Upon clicking, they will initiate a conversation with the advertiser on Facebook Messenger.
  • Instead of redirecting users to a landing page or product page, these ads direct users straight to a conversation on Messenger. This allows businesses to provide a more personalized and interactive experience for potential customers.
Advertising on Messenger
Advertising on Messenger

Certainly! Please provide the table for me to differentiate between the different types of advertisements.

Advertising on Messenger
Advertising on Messenger

Why You Should Use Advertising on Messenger?

Here are some compelling reasons why you should consider using advertising on Messenger:

Focuses on Direct Communication

Unlike traditional advertising formats that may get lost in the noise of social media feeds, advertising on Messenger allows businesses to interact with customers on a direct basis. Customers can engage and ask questions without the need to navigate to a landing page. This level of personalization can lead to higher customer satisfaction and loyalty as customers appreciate the personalized attention and quick responses. From the business perspective, they can address queries and nurture potential customers.

Higher Interaction Rate

Due to its interactive nature, advertising on Messenger tends to have a higher interaction rate compared to other advertising formats. Users are more likely to engage with ads that initiate a conversation, as they feel more personalized and less intrusive than standard ads.

Improves Conversion Rates

Advertising on Messenger can help businesses improve conversion rates by addressing customer queries and concerns in real-time. By providing immediate and personalized responses, businesses can build trust with customers, leading to higher conversion rates.

Increased Flexibility

Advertising on Messenger can be used for various purposes, from promoting products and services to providing customer support. This flexibility makes it a valuable tool for businesses of all sizes and across various industries.


One of the key highlights of advertising on Messenger is its ability to stand out, particularly with sponsored messages. These ads appear directly in the user’s Messenger inbox, demanding attention similar to an email. In an era where news feeds are busier than ever, any advantage in standing out or bypassing the news feed is worth leveraging.

How to Set Up Advertising on Messenger

Step 1: Create a New Campaign in Facebook Ads Manager

First, you need to access the Facebook Ads Manager. If you haven’t already, you can consider utilizing the advertising account rental service from bluefocus.
Click on the green “+” button to create a new ad.
Advertising on Messenger
Advertising on Messenger

Step 2: Choose Campaign Objective

Select the “Messages” objective. This objective is designed for ads that open a conversation within Messenger.
Advertising on Messenger
Advertising on Messenger

Step 3: Choose Ad Destination

Proceed with the ad creation process as usual. At the ad set level, you can choose between 2 options:
  • Click-to-Messenger ads.
  • Sponsored messages.
Advertising on Messenger
Advertising on Messenger
You can choose which app you want to send messages to everyone.
If your profile is limited to Messenger and Instagram Direct, you should exclude WhatsApp from the list. Facebook will automatically direct each user to the app they are most likely to start a conversation in, taking into account their previous app usage.
Advertising on Messenger
Advertising on Messenger

Step 4: Choose Your Ad Placement

Select the appropriate ad placement based on your objectives. If you’re unsure about targeting advertising on Facebook, visit our previous blog shared by bluefocus.vn for guidance.
Advertising on Messenger
Advertising on Messenger
If you only need to focus on one placement, choose the manual placement option. If you’re unsure how to target specific locations, refer to the previous blog shared by bluefocus on targeting advertising by location on Facebook to learn how to focus on specific targets.
Advertising on Messenger
Advertising on Messenger

Step 5: Set Your Budget and Schedule

Decide on the amount of money you want to spend on your advertising and the timeframe for your ads to run. You can choose to set a daily or lifetime budget, and also set the start and end dates for your campaign.
Advertising on Messenger
Advertising on Messenger

Step 6: Design Your Ad

Design your ad by selecting its format. For example: image, video, carousel, and include a call-to-action.
Advertising on Messenger
Advertising on Messenger
Enter the content text of your advertising campaign, add media files, and include a call-to-action for your ad.
Advertising on Messenger
Advertising on Messenger

Step 7: Set Up Message Template

In the “Messenger Setup” section, you will choose what happens when someone clicks on your ad. You can choose to send a message template or start a conversation with a few questions.
Advertising on Messenger
Advertising on Messenger
Review your advertisement to ensure everything is as you desire, and then click on ‘Publish’ to launch your ad.

Professional Tips from Bluefocus.vn to Optimize Advertising on Messenger

Creating effective advertising on Messenger requires a strategic approach. Below are some professional tips drawn from our practical experiences:
  • Personalize Your Message: Personalization can significantly increase interaction rates. Use Facebook dynamic ads to send personalized messages to your target audience based on their interests and behaviors.
  • Have a Clear Message: Your ad message should be clear, concise, and compelling. Remember, you’re not just competing with other ads; you’re competing with everything in your audience’s Messenger inbox. This is a tip that most advertisers leverage.
  • Optimize for Mobile Devices: Most users will see your ads on their mobile devices, so ensure your ads are appealing on small screens and load quickly. This will make customers feel comfortable since the majority of users use mobile phones, making mobile optimization essential.
  • Utilize Automated Responses: Automated responses can help you quickly respond to user questions. You can set up automatic replies for frequently asked questions.
In conclusion, advertising on Messenger offers a unique and effective way to reach and engage your audience. With its direct communication and personalization capabilities, it represents a powerful tool for any digital marketer. However, success with advertising on Messenger requires careful planning and execution.
But for the right marketing approach, the results can be well worth your efforts. Follow the knowledge shared by Bluefocus to gain the necessary insights of an advertiser. Wishing you all success.

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