Facebook Experiments With Sponsored Results
Enabling businesses to divert traffic away from each other, Sponsored Results are displayed in the search typeahed for members looking for a specific app, Page, or Place.
According to Facebook, Sponsored Results will be sold on a cost-per-click basis. The new ad format will feature the word “sponsored,” but otherwise will be similar in appearance to organic results. Additionally, results will only appear in the search typeahead, not the full Facebook Search results page.
It’s important to note that Sponsored Results aren’t keyword ads. Meaning advertisers can’t target broad terms like “vacations.” Instead, you have to focus on a specific term. For example, you can target people searching for “Drake Hotel Chicago.”
The social network was clear that this is only a test, and hasn’t provided any usage data for its search feature. Although many people use it to find friends or Pages, it isn’t clear how many actually search for things they want more information about.
Should this become a public feature, it has potential to benefit marketers who rely on intent to buy for their marketing campaigns. Currently, ads on the sidebar might be ignored because they’re not appearing when members are in a buying mood. However, if an individual searches for TOMS Shoes, Payless could swoop in with a Sponsored Result.