Facebook Ads Overview

Click to Messenger ads are a great way to drive users into your bot. These ads often drive higher ROI and engagement than regular ads that click out to site.

Reference Facebook Click-to-Messenger documentation for more information.

Components of a Messenger Ad

Facebook Feed

This is the ad that a user will see while scrolling in their newsfeed. This initial ad that will have a CTA of 'Send Message' rather than the traditional CTA which would drive to site. The 'Send Message' CTA drives a user into the FB Messenger app onto the landing block.

Messenger Landing Block

When a user clicks 'Send Message' and goes into messenger, this is the block they will see. This landing block serves as the crucial point because they will NOT be counted as a user unless they interact with the block, so it's important to provide actionable copy that entices users to interact.

Specs for Messenger Landing Block:

• Recommend against using videos as they do not autoplay
• Landing block cannot utilize custom code or be dynamic
• 150 character limit

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Unidentified Users

Users are not acquired until they interact with the 'Messenger Landing Block'. This is why you may see 'Unidentified Referral Source' in your [analytics](doc: acquisition-sources-1#section-media).

Facebook Feed Messenger Ad Specs

Static Image

• Text: 75-100 recommended character limit
• Image Size: 1,200 x 626 pixels
• Headline: < 40 character limit

Video

• Text: 75-100 recommended character limit
• Video Length: Up to 15 minutes
• Recommended Aspect Ratio: Vertical (4:5)
• Recommended Format: .mp4, .mov or .gif
• Headline: < 40 character limit

Carousel

• Text: 75-100 recommended character limit
• Image Size: 1080 x 1080 pixels
• Headline: < 40 character limit
  *To maximize ad delivery, use an image that contains little to no overlaid text.