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

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 […]

Chat with SearchBot

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:

Computer Games Google Search

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:

Bingo Blitz 600x169.jpg

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:

Comparison AdWordsFacebookSponsoredResults

 Related Articles


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

Get the must-read newsletter for search marketers.