Now you can buy ads to promote your messenger account on Facebook

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To spark more conversations between people and businesses, Facebook is making its option for businesses to buy ads to promote their Messenger accounts more apparent.

simone puorto consulting - messenger

Advertisers using Facebook’s self-serve ad-buying tool, Ads Manager, can now set “messages” as their campaign objective.

Brands can use the new objective for campaigns intended to get people to click on an ad and open a conversation with the brand’s account on Messenger. 
When brands select the “messages” objective, Facebook will try to serve their ads to the people most likely to communicate with the brand on Messenger, in the same way its “app installs” objective will aim ads at the people most likely to download a mobile app.

78% of adults in the US are not aware that chatbots exist. Coinciding with that lack of awareness, businesses have struggled to make messaging the new alternative to email marketing. By displaying messages as a standalone objective on the initial page in Ads Manager’s ad-creation flow, Facebook may make advertisers more aware that they can use its “click to Messenger” ad option to make people more aware of their Messenger accounts, including their chatbots.

These “click to Messenger” ads can be single images or videos, gallery-like carousels of multiple photos or videos or Facebook’s slideshow format that stitches together photos to play like a video, though that last format cannot run on Instagram.