The test phase of Facebook Inc (NASDAQ:FB)’s Sponsored
Results search typeahead ad unit is over – it has been launched today! This
unit will let marketers reach out to target users who are looking for specific
Pages, Places, and apps, by incorporating a link into the results thrown up by
the typeahead that will direct users to their own app, post or Page. Off-site
users have not been included as of yet, but these results can made to appear
above the organic results, thereby increasing their visibility. This ad unit
will pose as a serious challenge to Google in terms of search ad dollars.
Zynga and Match.com are presently running on the
Sponsored Results circuit. Some changes have been made in that sphere as well.
The stories have been put in separate, sections in the typeahead results with
black borders around them. This alteration definitely increases the credibility
of the paid marketing campaign. A “hide the ad” option has been provided as
well, but certain issues have cropped up as to why a user might use the option.
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Facebook is constantly devising new strategies
for placing ads. Sponsored Results above organic ones can help apps and games
to divert traffic away from rivals with similar products. But Facebook Sponsored
Results might not be too useful for advertisers than the ones on Google. When
people search on Facebook, they look for something specific and due to this
reason; they might choose to ignore ads. Certain ads may have the persuasion
power to attract users to that particular brand and thus get a high price for
Google, which in turn will increase ROI in leaps and bounds for businesses.
The typeahead ad unit will work fine in helping
users to get access to more content and apps as long as it does not hamper the
quality of the News Feed in any way, which is a key feature of Facebook. We
have to wait till the figures come in to know about the success ratio of the ad
unit.
Shares of FB ended higher by 1.46% to $19.44.
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