So Who Benefits From Facebook Sponsored Results?

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, “” will come up as a “Sponsored ”result above OkCupid’s Page. 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.

However, Facebook users are more focused than Google searchers. After all, Facebook is heavily used as an engagement tool rather than a search engine.  When someone searches a brand name on Facebook, he obviously knows what he’s looking for. Sponsored results might target at someone who is already much engaged with another brand or business in this case. Conversion rate would thus compromise.

Businesses with the ready-to-social consumer base can leverage sponsored results more effectively. Again, unlike Google ads, sponsored results only bring traffic to the apps, pages, or places on Facebook, but not external websites. So if you don’t have a Facebook presence already, or if your Facebook presence does not impact your business’ bottom line all that much, sponsored results might not be the optimal advertising option for you. If your business model is built on the concept of networking and online community llike or Zynga (both are the early adopters), sponsored results can very effectively maximize your social efforts. Online games or dating are apparently in this category. However, even having a user base that most likely stumble upon your business through social networks it doesn’t mean you will get found easily. But it definitely makes more sense for you to try.

Lucas Lopvet Project Management Lucas was born and raised in France and became a US citizen in 2007. He started at JHMG as a web designer back in 2010 and progressively added managing projects and company operations to his role. Those 12 years of experience working at JHMG have given Lucas the knowledge that it takes to manage projects closely and thoroughly, by planning, organizing and managing resources for a successful result. As a front-end developer, he has extensive WordPress knowledge and experience, he has been involved in hundreds of development projects by designing, developing, deploying, maintaining and repairing sites for small/medium businesses, non-profits organizations, and more. His lifelong interest in visual art began during early childhood, his areas of expertise include graphic design, web design and logo design as well as children’s book illustrations. He keeps drawing on a daily basis for fun and sometimes painting. Lucas and his wife have 2 kids and have been living in northern Argentina since 2017 surrounded by the Andean cloud forest and colorful Toucans.

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