Used to get more people to have conversations with your business in Messenger to complete purchases, answer questions or offer support. You can currently use two ad types with this objective.
Ads that open conversations in Messenger will now reach the people who are most likely to reply to your business, helping to move customers from consideration to action.
You can restart existing conversations using sponsored messages via the Messages objective, making it easy to drive conversations at scale.
Rationale behind Message Campaigns:
The open rate of Messenger Ads is something along the lines of 90% – which when compared to the average open rate of email (typically 4%) shows its efficacy as a method of communication.
How Facebook chooses the people it shows your Campaigns to:
Delivery of ads in the Messages objective will be optimized for replies, making it more likely that people will communicate with businesses and move through consideration towards action.
Download our full Facebook Ads Cheat Sheet here. Includes complete list of the Campaigns and Audiences.