Facebook is officially testing search ads in an experiment that can open up new opportunities for the social media large and advertisers alike. The test is on a fairly small scale – presently, search ads are best to be had to advertisers inside the US and Canada inside the car, retail and eCommerce industries – so lamentably no danger for us to have a play here inside the UK yet.
However, Facebook says the test might be expanded to extra international locations quickly, primarily based on the effects of this preliminary take a look at. So here’s everything we realize approximately Facebook search commercials and what they’ll imply on your PPC advertising and marketing strategy in the event that they get the legit roll-out.
If you’ve been within the marketing sport for a while, you’ll recognize this isn’t the first time Facebook has dabbled with seek advertisements. In fact, the ad layout turned into formally rolled out in 2012, however directly close down in 2013. However, the contemporary incarnation of search advertisements could be very specific from the one we noticed in 2012 and, at the same time as Facebook isn’t sharing any screenshots of the brand new ad layout, here’s what we recognize thus far:
Search commercials are repurposed from News Feed commercials with a headline, picture, copy textual content and a hyperlink
Search ads appear on search consequences pages and Marketplace
Search advertisements appear either as static photo advertisements or in a carousel layout
Search ads are truely marked as “Sponsored”
“Search Results” indicates up as a placement option when developing a campaign in Facebook Ads Manager
There’s no option to run seek commercials without also running News Feed commercials
There’s no choice to target unique key phrases or terms
Of path, this is most effective the first round of checking out and any of the above could alternate earlier than a finalised ad layout rolls out (assuming it does). This is something we’ll hold tabs on, publishing updates as any new trends are available.
What does this imply in your PPC approach?
As soon as there’s any mention of Facebook seek ads, the belief that camp Zuckerberg is taking the fight to Google Ads quick follows. And, even as Facebook technically is a direct advertising rival to Google, this assumption absolutely misunderstands the very one-of-a-kind roles the two structures’ seek capabilities play.