Facebook Messenger Ads 101

The fundamentals you need to know to leverage the power of Facebook Messenger Ads for your real estate business.

Getting Started with Messenger Destination Ads

You can use click-to-Messenger ads to get more users for your chatbot. These ads are shown to users on Facebook News Feed and Instagram feed.

When a user clicks or taps on the ad in Facebook News Feed or Instagram Feed, a conversation with your bot will immediately open in the Messenger app.

Ad Objectives

Choosing your ad objective

  • Messenger
  • Traffic
  • Conversion

Ad Set Options

Ad Placement

  • Facebook News Feed
  • Instagram Feed
  • Messenger Home

Messenger Ad Setup

Go to the Message Setup section to configure the user experience in Messenger when the ad is clicked. All Messenger Platform features, including quick replies, postbacks and templates are supported in the Messenger content, which can be specified two ways:

  • Click the JSON tab, and manually enter JSON that describes the message.
  • Click the Standard tab, and use the quick creation tool.

Convos responds to the Standard tab, so there is no need to setup the JSON message.

Configuring your Messenger Bots

To enable your chatbot to respond with the desired conversation starter, you will need to set the Button > Payload based on the specifications for your bot and your specific conversation starter.

You can attach up to three buttons to the message template.

Messenger Ad User experience

When the user clicks or taps on the ad, the user will switch to a conversation in the Messenger app and receive the message you specified as your Messenger content.

To protect the user’s privacy, this conversation is only visible to the advertiser/developer after user takes an action in the conversation (sending a message, tapping on quick reply, or tapping a CTA).

Want more?

Follow our Conversation specific guides here: Learn more about messenger ad conversations

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