Facebook’s latest search ad unit, known as ‘Sponsored Results’ lets advertisers target site visitors as they search for specific pages, apps and places using the site’s main search bar. As a user searches for a specific entity – a link to an advertiser’s own app, page, or custom tab would show up above the top organic result (what a user is actually looking for) providing an effective way to divert traffic from competitors.
For example, a search for ‘Toyota’ triggers a sponsored ad for Suburu above all other results, including Toyota’s own Page.
Ad Unit Details
- Ads are sold on a cost per click basis
- Sponsored results are not keyword ads – Advertisers must target specific entities on Facebook instead of broad keywords such as ‘music’.
- Advertisers are not allowed to drive traffic off Facebook, however, they do have the ability to send users to specific pages, tabs, and applications.
- Should appeal to direct marketers who sell products online
Only time will tell how effective these ads are. An obvious drawback and limitation when compared to searching on Google – is the fact most people searching on Facebook have a specific company, app, or game in mind and may not be enticed by seeing an alternative, especially a sponsored one, above their original query.