You can now advertise on Facebook search results, both in general search and in Marketplace search, the company announced on Thursday: “Ads in Facebook Search Results offer a new way for you to reach people who are in this discovery mindset.”
Facebook had already offered sellers a way to advertise in Marketplace – see this Facebook help page. (Ads in Marketplace show a Sponsored label.)
The ads in Search look similar to News Feed ads and have the same transparency and controls, including a “Sponsored” label so it’s clearly marked as paid placement, according to the announcement.
Facebook announcement follows:
Facebook ads help initiate billions of transactions every month, and every day, millions of interactions take place between buyers and sellers on Marketplace. These behaviors help create opportunities for marketers to reach and connect with audiences in the ways they want to shop. Ads in Facebook Search Results offer a new way for you to reach people who are in this discovery mindset.
Easily scale campaigns with automatic placements
All new ad campaigns using Automatic Placements will automatically include the Facebook Search Results placement. You can also manually select the placement when setting up your campaign. Once you opt-in, ads will be eligible to appear on search result pages which includes general search and Marketplace search – and will both respect the audience targeting of the campaign and be contextually relevant to a limited set of English and Spanish search terms.
The ads are designed to fit the experience on the given search results surface (Marketplace search or general search). They look similar to News Feed ads and have the same transparency and controls, including a “Sponsored” label so it’s clearly marked as paid placement.
If you do not wish to have your ad campaigns extend to general search results and/or Marketplace, do not select “Automatic Placements”, and when selecting placements, make sure you deselect Facebook Search Results and/or Marketplace placements.
Drive more efficient outcomes
Advertising across the entire Facebook family of apps and services gives our system more opportunities to efficiently achieve results for your business. In a Facebook IQ study, we found that brands’ audiences who saw ads across Facebook, Instagram, and Audience Network had 8x higher conversion rates than audiences only exposed to a single ad on Facebook.
Additionally, internal Facebook research showed that opting-in to Facebook News Feed and Marketplace generally results in a lower cost per incremental lift for mid-funnel brand metrics than News Feed alone. This research also showed that consumers’ perceptions of brand favorability and brand quality remained neutral or positive.
How to get started
Facebook Search Results will appear as a placement option if your ad is eligible. To learn more about Facebook Search Results, visit the Help Center.
SOURCE: Facebook Announcement