After nearly a year of testing, Facebook is finally launching search ad placements for all advertisers. That means anyone can now run ads within News Feed and Marketplace search results for any search with commercial intent – such as queries related to e-commerce or retail.
Currently, search ads only appear in results on mobile devices.
In the announcement, Facebook describes how the ads appear and function within search results, saying:
“The ads are designed to fit the experience on the given search results surface (Marketplace search or general search). They look similar to News Feed ads and have the same transparency and controls, including a “Sponsored” label so it’s clearly marked as paid placement.”
To have your ads appear in search results, advertisers can simply select “Automatic Placement” or the “Facebook Search Results” placement when creating or running News Feed ad campaigns.
Notably, advertisers will have little control over how the ads are targeted, aside from broad people-based targeting options. Instead, Facebook will target the ad based on a number of details including keywords, ad features, ad text, product category, and more.
Currently, the ads support three specific campaign objectives, including Product Sales, Conversions, and Traffic Objectives.