Is Facebook going to advertise for search?


With Facebook's messaging and Instagram ads nearing saturation, Facebook is constantly cashing in on features on its platform in an attempt to explore the possibility of more ads, which are part of the uncultivated soil.
 
According to foreign media Marketing Land,Facebook is currently developing a search advertising business and is now opening up testing to a growing number of advertisers.
 
For Facebook, search ads are more like a combination of social and search attributes, which may be another way for its ads to be profitable.
 
In fact, since late last year, Facebook has been opening up its testing to retail, e-commerce and auto advertisers.Advertisers can choose to insert ads in Facebook's Message Stream search bar and MarketPlace
 
Facebook Stream Search Bar 
 
Facebook MarketPlace

In their representation, these search ads are similar to information flow ads and contain titles, images, and text.But it's not clear whether the ads will appear on the mobile or client side, in order of order ahead of natural search resultsIn browsers like Google, general search ads come first.
 
Advertiser's Facebook ad test chart posted on Twitter
 
According to the advertiser feedback that took part in the test, the effectiveness of Facebook search ads is not clear.While it can be delivered to target groups like any other stream of ads,But you can't set keywords like Google or Amazon.One advertiser who took part in the test said he wanted to add competitive keyword-based features so that users could see their brand ads when they looked up information about competitors.
 
A Facebook spokesman also said the ads could appear in search results for terms related to e-commerce, retail, and advertisers were unable to control search results by selecting specific keywords or phrases.
 
Some companies that have already bought Facebook search ads say that traditional stream ads are becoming more popular and more expensive in the Facebook ad ecosystem, making search ads more popular as new products.In addition, Facebook advertisers are increasingly spending their budgets on Instagram-based fast-track ads, taking into account factors such as cost-effectiveness.AndSearch ads are also likely to be the next cheaper form of advertising that reaches Facebook's mass of users.
 
Johns, the advertiser who took part in the buying test, revealed that he had invested $61 in the first test, which ended with a 2% click-through rate and some conversions, but at twice the cost of getting a visitor.Johns believes Facebook's search ads can provide valuable insights into the campaign launched on the platform, and says he plans to conduct a second test in a few months.
 
Kieley Taylor, head of global social business at Group Group, believes that as Facebook's ad inventory becomes saturated, opening up new forms of advertising is good for advertisers and platforms.But from a buyer's point of view, she doesn't recommend shifting the budget from Google and Amazon to Facebook search ads, because Facebook search ads are not explicitly targeted and people search on Facebook for a lot different content than they do on Google, Amazon or Bing.
 
Google remains the dominant in overseas search advertising, and Amazon's advertising revenue continues to rise.Facebook, on the other hand, seems to have focused on user-oriented behavior research, such as e-commerce properties developed based on Instagram users' love to share fashionand and good features, and MarketPlace based on a good community atmosphere on Facebook. Encourage people in the community to do some local transactions around positioning.
 
Jason Rudin, Facebook's product manager, told digIDAY that Facebook is still evaluating the value of these search ads to users and advertisers.
 
Taken together, it seems that the search mechanism on Facebook is very different from other search ads on the market, and insights into behavior such as the purpose of the search on Facebook still need to be explored.In addition, Facebook should further refine and improve its search ad capabilities to make them more valuable.