COVID-19 Update: Artonezero are still operating as normal from home. Read more

Blog

Back to all blogs

Facebook releases search advertisements in Newsfeed and Marketplace

Facebook releases search advertisements in Newsfeed and Marketplace

After a five-year hiatus, Facebook is officially reigniting its involvement with search advertising.

Last year, Facebook began Alpha testing ad listings in their native search results with U.S retail, automobile and e-commerce companies. Dependant on the outcome, Facebook may expand this to a larger number of Beta advertisers for further testing.

Facebook Search Ads are designed for both Newsfeed and Marketplace search results. Visually, it will have similar features to a standard link ad or carousel, including a headline, image and body text. Search ads are only available in a fixed cost model. If Facebook decides to roll out search ads on a larger scale, purchasing will be available and the inventory will additionally be added within the Ads Manager.

The question on many marketer’s lips is, how will Facebook’s search ads compete with traditional Google search ads? Currently, Facebook search ads will only appear in the app itself. Soon they could end up competing for the same advertising revenue as Google Cost Per Click (CPC). If Facebook ads prove to drive lower CPCs, marketers will have to see if Google or Facebook’s SERP prove to be more beneficial for their ads.

While there are plenty of similarities between Facebook and Google search ads, there are also a few differences. Unlike Google ads, Facebook does not have an option to bid on specific keywords. Instead, Facebook search ads will appear in searches related to an organisation’s general offerings. It is up to the platform’s algorithm to match a marketer’s search ad to a relative keyword or phrase. Search inventory is no stranger to paid social channels, so it is only natural that Facebook would develop its own version.

What it means for marketers

Since 2017, iProspect advertisers have been testing search placement inventory with Pinterest and the performance results have been generally strong. So far, early adopters have reported 20-30% more efficient CPCs when comparing search feed ads vs. home feed ads, with 2x life in traffic volume. If initial testing goes as planned, then Facebook could see similar success.

On the other hand, releasing search ads on Facebook could open the door to enhanced ad performance efficiencies and allow for extensive cross-channel learnings as social and search platforms intertwine. This would prove the need for more cohesive measurement strategies for brands and create a common theme for the customer journey.

Opportunities for marketers

Facebook search ads could prove to be a powerful way for brands to drive increased awareness. This allows advertisers to harness the most utilised feature on Facebook to expand overall reach and visibility to prospective audiences.

In addition, it could provide a new take on outbidding your competitors. If bidding capabilities become more advanced, this could allow advertisers to bid on competitor’s keywords to redirect competitor traffic to their site.

Challenges for marketers

  • While the future looks promising, Facebook search ads may not be as effective as anticipated. When users search for something on Facebook, they are typically looking for something specific. Ads may end up negatively impacting their experience.
  • Targeting abilities may also prove challenging for marketer since this relies so heavily on Facebook’s algorithm to determine who actually sees a search ad. It is still unclear if custom or site retargeting audiences will be an option for this placement.

Facebook search ads should be viewed as an alternative tactic within paid channels. Soon, Facebook may distribute more performance data, which would allow more keyword targeting capabilities. When this happens, advertisers should consider allocating budgets with other search partners, like Google.

In a digital market where brands are continuously trying to envolve their all-encompassing channel strategy, Facebook search ads could help in bridging the gap between paid search and paid social efforts. This could not only benefit the advertiser, but also the entire buyer experience.

You may also like...

5-tips-to-boost-social-media-lead-generation.jpg

5 tips to boost social media lead generation

Whether you are an SME or a large corporate organisation, you will no doubt be aware of the positive impact that social media can have on your marketing strategy. With 80% of marketers reporting that their lead generation efforts are only slightly or somewhat effective, it’s well worth looking into how social media can be leveraged as part of a successful lead generation strategy. In this article, we will talk about some basic tips social media for social media lead generation, and five simple tactics you can you use to help your business improve its leads.

Social Media

Aug 2, 2018

8 digital marketing trends you cannot miss in 2019

8 digital marketing trends you cannot miss in 2019

2018 has been a big one for digital marketing. This year we have seen a rise in augmented reality, video content, and influencer marketing – just to name a few of the big ones. But with 2018 almost over now, you are no doubt wondering: “what does 2019 have in store for us”.

So, strap yourself in and read on to see what 2019 has in store for digital marketing.

Digital Marketing

Dec 14, 2018

Using Social Media to Boost your SEO Campaign

Using Social Media to Boost your SEO Campaign

While social media signals are not direct ranking factors when determining organic listings in search engines, numbers do speak, and with so many social media users in 2016, your SEO campaign can benefit with an engaging social media strategy. By adopting social media marketing alongside your SEO strategy, your organic rankings will almost certainly be indirectly boosted. Here are some of the ways that social media can benefit your SEO campaign.

SEO

Jun 20, 2016

Some of our work

We'd love to hear from you!

Email anytime, or call us on 020 301 103 90 during office hours.