Facebook announced that ads in Search Results are now available to all advertisers; new campaigns using Automatic Placements will automatically include the placement by default.
After bringing ads to its Marketplace, Facebook is now giving advertisers one more way to reach people who are “in the discovery mindset.” After testing ads in Search Results for the past year or so – and expanding the availability of the placement to more advertisers back in July – Facebook announced that ads in Search Results to all advertisers.
The placement will be included automatically when Automatic Placements are used in any new campaign, but advertisers can also manually select the placement themselves.
If they don’t want their ad campaigns to include general and/or Marketplace search results as placements, advertisers need to deselect Automatic Placements, and select or deselect chosen placements, accordingly.
Ads that are added to the Facebook Search Results placement will appear both in general search result pages and Marketplace search results and are designed to fit each experience natively. Furthermore, they look similar to News Feed ads, have the same transparency and controls, and share the same “Sponsored” label as other ads across Facebook.
In both cases, Facebook’s ads algorithm will respect the audience targeting that an advertiser sets.
As we’ve explained before, there is currently no option to target people based on the specific keywords or phrases they use. Advertisers that use the placement will have their ad shown when search terms related to them are used. Thus, as explained recently by Facebook, the ads will only be “contextually relevant to a limited set of English and Spanish search terms.”
If advertisers want to appear in the placement for a specific search term, they must make sure it appears on their Facebook Page.