On December 11, Facebook announced that it is now testing ads in its search results. The two places that the test will run is in both the platforms primary search results and in Marketplace search results.
For Facebook, search is one of the few untapped inventory sources that remain for the social platform, which has seen quite a few advertisers directing more budget to Instagram this year. Initially, the ad test in search results is limited to select automotive and retail advertisers. If Facebook sees a promising response to this test, it will open up search results ad inventory to a broader audience.
“We’re running a small test to place ads in Facebook search results, and we’ll be evaluating whether these ads are beneficial for people and businesses before deciding whether to expand it,” said Facebook product manager Zoheb Hajiyani.
Those advertisers who participate in the test will be able to select “Search Results” as an additional placement option that applies to both primary search and Marketplace search inventory. Ads may appear in search results for terms related to auto or retail topics for the current group of beta-advertisers. Advertisers can’t select specific keywords or phrases to target.