How Facebook “Sponsored Results” Search Ads Aren’t Like AdWords At All

Pamela Parker on
  • Categories: Channel: SEM, Facebook, Features: Analysis, Google: AdWords, Social Media Marketing
  • Search marketer ears likely perked up to hear that Facebook launched search advertising this week. But anyone who’s expecting it to be similar to AdWords or adCenter is going to be disappointed. Actually, it’s more akin to other forms of Facebook advertising, despite appearing in search results.

    Consider these typical AdWords ads:

    They appear above or to the right of search results. In contrast, the new Facebook Sponsored Results appear within the search box, as suggestions when you type:

    Beyond placement, Facebook’s search ads can’t be targeted to keywords, as can Google’s ads, nor can they link to content outside of Facebook. The chart below summarizes some of the key differences:

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    About The Author

    Pamela Parker
    Pamela Parker is Executive Features Editor at Marketing Land, MarTech Today and Search Engine Land. She's a well-respected authority on digital marketing, having reported and written on the subject since 1998. She's a former managing editor of ClickZ, and worked on the business side helping independent publishers monetize their sites at Federated Media Publishing.