Facebook recently launched “sponsored results” and there have been talks of “Facebook search ads” everywhere. Search Engine Land does a good job pointing out the critical and technical differences between Facebook’s “sponsored results” and Google Adword’s search ads. The question then follows: so who can actually benefit from this new advertising option?
Businesses that aim to aggressively increase brand awareness and have a well-defined target audience profile are good to go. Businesses with clear visions of the competition and consumer insights go much further. Unlike Google ads triggered by keywords, Facebook triggers the ads through the user profiles and their search queries. According to Techcrunch, with “sponsored results, advertisers” can steal traffic from their competitors. For example, if someone search “OkCupid” on Facebook, “Match.com” will come up as a “Sponsored ”result above OkCupid’s Page. Match.com also pops up as sponsored result if you happen to be the target audience and are searching “lady” or “girl”. For brands that know whom they want to target and what their target consumers are looking for might find great value in sponsored results.