Facebook recently announced the widespread rollout of search ad placements to be completed by the end of October 2019. This update comes after a year of testing search ads across several test regions. Facebook search ads results will appear when keywords are searched for on Facebook or the Facebook Marketplace. This placement will only be available for a select group of e-commerce, retail and automotive-focused topics. This new capability is intended to further close the gap between purchase ideation that begins on Facebook and actual product purchases.
How Does it Work?
Similar Facebook’s existing variety of placements, search ads will be a selectable category at the ad set level. Advertisers who employ automatic placements will activate this option once rollout is complete. Otherwise, the option must be selected from the placement list.
- Targeting will continue to consider all other parameters that are applied in the ad set, including Spanish or English language targeting
- Ads look very similar to newsfeed ads, with text to denote their sponsored status.
- Search results can include generally searchable topics from the search bar or Marketplace listings
- Supported campaign objectives include: traffic, conversions and product catalog
Whenever Facebook makes a platform change, the Facebook user experience remains a top priority. Because of this, not all keywords will be targetable. Facebook has established a select list of approved keywords that qualify under the commercially-focused categories. All other targeting will be taken from demographic and contextual selections, as well as the features of the ads themselves. This is to increase the likelihood of receiving relevant results for Facebook users and also offers the additional benefit of helping advertisers only show impressions when it matters most.
Who Will Benefit Most?
Product sales and conversion-focused advertisers will get the most immediate use out of the new placement. Similar to other search platforms, users will only see the ads when they search for the desired item. This is a powerful point of impact depending on how soon the potential customer is planning to make a purchase.
- Test it! Get a better idea of what people search for on Facebook and how it may differ from other search engines. Activation is as easy as a checkbox.
- Limit layering of additional facets – Targetable searchable terms are limited. Cast a wide net and optimize based on actual terms users have used not only to view but to engage with ads and landing pages.
- This placement is not yet customizable, however, standard Newsfeed specifications are automatically adjusted to fit both Marketplace and Search result displays.
- Use a strong CTA – They’re asking for it, now reel them in!
Author: Joshlyn Polk, Social Media Specialist