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You are here: Home / Facebook / Foster Business to Customer Conversations with Facebook’s New Messages Objective

October 5, 2017

Foster Business to Customer Conversations with Facebook’s New Messages Objective

October 4, 2017

Facebook has always been about connecting. Now there is a way to further strengthen connections with potential and existing customers. Recently, the network announced its new Messages objective for Facebook ads.

[bctt tweet=”@Facebook’s new Messages objective allows advertisers to focus campaigns on #conversations with #customers. #digitaladvertising” username=””]

You may be familiar with Facebook’s other ad objectives, which help advertisers hone in on specific marketing goals. The Messages objective will join the other existing objectives, including Awareness, Consideration, and Conversions.

How It Works

Advertisers can use the Messages objective with Click to Messenger ads, which direct users to a Messenger conversation with your business if they click the call-to-action on your Facebook ad. According to Facebook, this objective, with click to Messenger ads, opens conversations with users who are more likely to respond or interact with your business or product.

Photo Courtesy of Facebook

Only some advertisers currently have access to the new Messages objective through Ads Manager. However, you should see access open up to all advertisers over the coming months, according to Facebook.

Facebook is bringing this new objective to advertisers in light of the two billion Messenger exchanges that occur between customers and businesses on a monthly basis. According to a Facebook commissioned Nielsen survey, 67 percent of customers intend to message businesses even more over the next two years.

Facebook’s messaging ad products will now be located within the Messages objective, allowing advertisers to focus their message-driven campaigns and message more customers more proficiently.

In the coming weeks, Facebook says advertisers should keep an eye out for sponsored messages included in the Messages Objective.

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Article by Anna Hubbel / Facebook / advertisemint, brian meert, call to action, consumer conversations, consumer experience, facebook, facebook ad agency, facebook ads manager, facebook advertising agency, facebook messages objective, facebook messenger, facebook messenger ads, facebook objectives, product updates

About Anna Hubbel

Anna Hubbel is a contributing writer for AdvertiseMint. Anna writes about trending digital advertising topics, including news stories, how-to guides, and detailed marketing strategies. She works as a freelance writer, having written columns for OnStage Blog, a theater-themed website, as well as other blogs. She also has experience as a videographer, photographer, and web designer. Anna earned her bachelor’s degree in Communication from Saint Vincent College in 2014. She earned a Master of Arts degree in Communication, with a focus on organizational communication, from the College at Brockport in 2019.

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