Facebook Is Adding More Advertising Objectives for Brands That Use Messenger

T-Mobile and American Eagle are pleased with their bots

Facebook is rolling out specific advertising objectives for brands using Messenger, offering ways to target users based on goals like increasing brand awareness, lead generation and store visits.

Nearly a year after introducing targeted ads for brands that want to promote branded chatbots, the social network is letting some marketers test a series of goals for a conversational campaign. With nearly a dozen objectives—examples include increasing reach, engagement, traffic and video views—the company is hoping to get large and smaller advertisers onboard that want to reach the more 1 billion people on the Messenger platform.

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