Facebook has been testing ads in its search results for over six months, however solely with a select few advertisers. Currently that test is finally increasing.
In December,
Facebook gave a small group of automotive and retail
advertisers the power to
run ads within the platform’s
primary search results and Marketplace search results. At the time, a Facebook
Product Manager Zpheb Hajiyani said it absolutely was a small test which the corporate would be evaluating
if the ads were helpful before increasing the placement option. Many marketers started noticing the search placement choice bringing to light in their accounts this week.
What we all know concerning Facebook
search ads to date. Susan
Wenograd, vice president of marketing strategy at
Aimclear, and Steven Johns, marketing consultant at Door4, said that they saw the search ad
placement choice bringing to light in
accounts on.
“It appears as
a placement item,” said Wenograd,
“Interestingly, you can target
it as a complete placement.
You don’t appear to
be needed to focus on the Feed, as
well, in order to enable it.”
Johns shared screenshots on Twitter of the choice for both News Feed search ad
placements and Marketplace search ads.
When asked if the Search ads were obtaining a broader roll-out
to more advertisers,
Facebook Product Manager Jason Rudin
echoed what the corporate said concerning the ads once it began testing
them at the end of
last year: “We still test placing ads in Facebook search
results and are evaluating whether these
ads are helpful for individuals and businesses before
deciding whether to roll them out more loosely.”
Who’s eligible and once do the ads show up? Facebook search ads are still restricted to a small group of retail, auto and, now, e-commerce advertisers. The
ads will appear in search results for
queries deemed to possess a similar commercial intent —
advertisers cannot choose keywords
or phrases for search ad campaigns.
The ad format is analogous to News Feed ads, and embraces a headline, image and copy text. The ads additionally include a
“Sponsored” tag, and merchandise catalog
sales, conversions and traffic objectives are supported.
As Facebook’s ad inventory continues to become more saturated, finding new ad placements is a win for both Facebook and advertisers. Having the choice to run ads in Facebook’s search results — both within the News Feed and Marketplace — exposes brand new opportunities, significantly for SMBs and service suppliers that will be able to reach engaged users looking for their services.