Facebook launches search ads within the social network
Announcements will be found on the platform's news portal and Marketplace results.
After almost a year of testing ads in the news section and in the Marketplace, Facebook is opening advertising spaces within its search engine in a general way for all its advertisers. Ads will appear in search results for commercial purposes, such as consumer goods or those linked to an online store. These search term-based ads are currently only available in the mobile version.
From Facebook they assure that the reason why they decided to expand these ad spaces related to keywords within the search engine is because the tests showed good results for those advertisers who implemented it.
For the ads to appear in the search results section, advertisers can choose the automatic option, where their ads will be displayed according to the most optimal place determined by the platform, or choose in particular the location of "Search Results" . These options can be found when setting up the campaign from the Facebook ad platform. It is important to bear in mind that to activate this option the ads in the Facebook news section must also be activated so that they can be displayed.
Targeting for ads in the Facebook search engine is based on the parameters that the advertiser chose for the chosen audience, in addition to the relevance of the search terms. Unlike platforms like Google Ads, keywords are determined by Facebook but not by the advertiser and take into account a combination of characteristics of the ad such as the text, the type of product, the title, the description and its category.
Because it is important?
Facebook ad placement in search results is a great tool for any advertiser running product sales campaigns or campaigns with a focus on a conversion goal. By opening this ad placement to more companies, the platform is giving direct access to users who are actively searching for a product or service on Facebook.
As Facebook's advertising spaces are becoming increasingly saturated with ads, having new options such as search results gives advertisers an advantage by allowing them to publish in areas of the platform not yet exploited by their competitors.
Remember that the most important thing when planning your ads is determining what the objective of your campaign is. Based on that, you can determine if locating your pieces in the search section agrees with the results you hope to obtain. That is why I recommend that you take into account the existence of these new ad exposure points and use them only if they are in accordance with your strategy.
