Facebook has begun testing a new search ad product in the search results pages on its mobile apps and Marketplace.
The new search ads, that are only a test for the moment is, for now, available to only a small set of businesses in automotive, retail and e-commerce industries.
Advertisers operating in and around the U.S. and Canda currently have access to the beta.
The ads during the beta will be displayed in the search results on Facebook to users in these two countries only at the moment.
Facebook product manager Zoheb Hajiyani in the announcement stated:
“We’re running a small test to place ads in Facebook search results, and we’ll be evaluating whether these ads are beneficial for people and businesses before deciding whether to expand it.”
Advertisers when creating a news feed campaign in Facebook Ads Manager can select “Search Results” as an additional placement option.
The search results option will apply to both primary search and Marketplace search inventory.
The new Search ads format similar to news feed ads feature a headline, image, body text and a link to external websites.
With the current group of beta-advertisers, ads may appear in search results for terms related to auto or retail topics. Advertisers cannot select specific keywords or phrases to target.
Facebook Search ads include a “Sponsored” tag and appear either as a static image or in the carousel on mobile devices. The ads will not appear on the desktop.
The ads will also subject to the same transparency controls around “Why Am I Seeing This?.”
Advertisers will not have an option either to select specific keywords or phrases.
The new ads on Facebook may appear in results for search terms related to auto or retail business topics in both primary Facebook search and Marketplace search.
Users though will be able to “hide” ads using a drop-down arrow same as with News Feed ads, but there won’t be an option to “opt out of search ads.”
Facebook may expand its new search ads format to more countries as it evaluates and gathers initial test result.
Hajiyani stated, “We’re running a small test to place ads in Facebook search results, and we’ll be evaluating whether these ads are beneficial for people and businesses before deciding whether to expand it.”
- During the test, Facebook search ads are available as static image ads and carousel ads.
- Ads will carry a “Sponsored” tag and transparency controls, such as the “Why Am I Seeing This” option.
- Ads during the beta test will appear only in the U.S. and Canada.