Facebook began to test search ads last year, announced that the feature is open to all advertisers. Thanks to the feature, advertisers will be able to advertise in News Feed and Marketplace search results.
Facebook search engine ads will come across users during searches for e-commerce, retail and automotive sectors. Let's add that ads will only show on mobile.
Facebook Product Management Director Nipoon Malhatra said that advertisers and users find the ads in the search results valuable and that is why they open search engine ads to a wider audience.
If you'd like to try this new ad model, you can select Automatic Ad Slots for News Feed ads. Likewise, you can choose Facebook Search Results when creating a News Feed ad through Ad Manager.
In the meantime, let us note that search results ads do not stand out as a stand-alone option. For this reason, advertisers who want their ads to appear in search results must use News Feed ads.
Search results are based on relevant keywords used in searches, as well as human-based targeting options selected by the advertiser.
At this point, let's add that the keywords are determined by Facebook, not the advertiser. Facebook takes into account ad features such as ad text, product, category, title and description when determining these keywords.
As a matter of fact, Facebook first tried the Sponsored Results feature in 2012 and ended this advertising model in 2013. After a year of testing, the company decided to re-launch search ads, thereby diversifying advertising revenue and strengthening the competition of brands on the platform.