Facebook rolls out mobile-only search ads for commercial search terms

Anne Freier

In Mobile Advertising. October 22, 2019

Facebook has launched search ads that will appear alongside commercial search terms like products and services.

The new ad placements have been in testing for almost a year. They will be rolled out across the social network’s News Feed and Marketplace and are a real bonus for retailers and eCommerce brands.

Search ads will be available for mobile-only and are part of News Feed ads. That means they aren’t a standalone format but are an embedded option.

According to initial tests, the ad format provides real value, said a Facebook spokesperson. That’s a little bit vague, but until the social network collects more data on just how search ads stack up, it provided some other key insights.

Facebook found that audiences who saw ads on Facebook, Instagram and Audience Network had an 8x higher conversion rate than those exposed to Facebook ads alone.

Advertisers will be able to choose automatic placements for the ads or opt for “Facebook Search Results” placements in Ads Manager.

In a blog post, the company wrote:

“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.”

Targeting is similar to that of other ad types and includes people-based targeting options and search keywords.