How to Create a Sponsored Result Facebook Search Ad

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Facebook advertisers are now able to create Sponsored Results, a new form of advertising that appears within the typehead of Facebook search results.

Here is an example of a Facebook Sponsored Result when typing “Zynga” into the Facebook search typehead:

facebook sponsored results How to Create a Sponsored Result Facebook Search Ad

Following is the explanation of Sponsored Results from Facebook, as quoted by TechCrunch:

“Everyday, many people on Facebook use our search to find people, places, and things. We want to help them better find and discover the brands, products, and experiences relevant to them. Sponsored Results gives brands the ability to buy ads in search results, bringing more awareness and traffic to your App, Page, or Place. Sponsored Results give you:

1. Expanded distribution of your message, with placement in one of the most used features on Facebook.

2. The ability to target what people are looking for, by appearing alongside related Apps, Pages, and Places.

3. Flexibility to customize your landing destination, such as a specific tab on your Page.

Brands are not able to drive offsite using this product, but you will have the ability to drive to specific Pages, Tabs, and Canvas Applications.”

Note that advertisers are only able to target users based on the Page, Application or Place they are searching for. This is not a Google clone, where advertising is based on keywords.

This brings up a topic for another day. Today I want to focus on how to create a Sponsored Result Facebook search ad unit.

1. Use Power Editor


First, this functionality is only available through Power Editor or third party tools that utilize the Facebook advertising API. It is not available within the Facebook Ad Manager.

Power Editor is a Chrome plugin that offers the ability to bulk edit ads. Another advantage to using Power Editor over the Facebook Ads Manager is that you can also create mobile and News Feed ads.

For more information, read How to Use Facebook Power Editor.

2. Create a Campaign


Highlight “All Campaigns” on the left, click on “Campaigns” in the top navigation and then click the “Create Campaign” button.

When you create a campaign, you’ll need to provide the following:

  • Campaign Name
  • Budget (Lifetime or Daily)
  • Type (Marketplace or Premium)
  • Schedule
  • Status

The Marketplace (Classic) and Premium (Multi-Objective) options just started appearing for me. I don’t know much about Premium yet, and Facebook hasn’t answered my questions. When I’ve tried selecting it, I get plenty of bugs. For the purpose of this tutorial, you need to select Marketplace (Classic) or it won’t work.

facebook sponsored result campaign 600x347 How to Create a Sponsored Result Facebook Search Ad

3. Create an Ad


Make sure that your campaign name is selected on the left, click “Ads” in the top navigation and then the “Create Ad” button.

Within Creative, make sure to click I want to advertise something I have on Facebook and select the Facebook Page you wish to advertise.

Within Story Type, select “Sponsored Result” from the drop-down.

Pick a destination tab. You don’t have to drive people to your Timeline; it could be a contest or free offer you’ve created. Just make sure you add context in the body.

Now, enter the body of your ad. You have 70 characters to work with, so make them count!

facebook sponsored result ad 600x396 How to Create a Sponsored Result Facebook Search Ad

Within Interests & Broad Categories, you’ll want to list the names of Pages, Places or Applications that you want to target. I have a difficult time with this. Ethically, I do not want to steal Likes from others like me in my industry. For now, I’m instead sticking with searches of big brands related to my topic. I figure they can stand to lose a few Likes.

Within Connections on Facebook, make sure to list your Page for “Target users who are not already connected to…” so that you don’t throw money away on people who are already Fans.

Finally, you’ll want to select CPC and enter a bid under Pricing & Status. No other option currently works.

Fill out all other information as you normally would. Feel free to experiment. I’m keeping the net pretty wide and not entering in any Interests (precise or otherwise). I figure that if they are searching for a relevant Page, that’s all that really matters.

When you’re done, make sure to click the Upload button at the top right, and that’s it! As you would with any Facebook ad, feel free to split test. Try different things and figure out what works.

How About You?


Have you tried out Facebook Sponsored Results yet? Are you finding success?

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About Jon Loomer

Jon Loomer is a digital marketing consultant with a unique perspective on social media. He was introduced to Facebook in 2007 while with the NBA (back before Pages) and has been using Facebook for business ever since. Stay in touch by liking his Facebook Page (Jon Loomer Digital).

  • Lenny

    Excellent! curious about your results! :D

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  • Lindsay

    This is great! Thank you. I’m trying to run through it but it doesn’t give me the option to choose sponsored results. Any idea why? See attached picture.

    • http://jonloomer.com/blog Jon Loomer

      Lindsay — You have to first click the link that you want to advertise something you have on Facebook.

  • KJ

    Good video…one questions: When I create the campaign and attempt to choose the type of campaign using the drop down menu in the Budget row I only have “auction campaign” and “fixed price campaign.” I do not have the classic/ multi-objective options.

    • http://jonloomer.com/blog Jon Loomer

      Thanks, KJ. Yes, this is new. I haven’t experimented with them yet, but I will!

    • http://twitter.com/daniellesmyname Danielle Hohmeier

      Me either. I have the same options as you, KJ. Is there a budget requirement to see those other options?

  • Audrey

    Hello Jon

    Thanks for this usefull tutorial

    I’m still having a concerne with this part :

    Within Interests & Broad Categories, you’ll want to list the names of Pages, Places or Applications that you want to target.

    Indeed, I’m working for a fan page that doesn’t appear succesfully in the research tabs in France because of many other pages from other country having the same name (worldwide brand). I would like to use sponsored results to be sure that the French pages will appear when a french facebook user will do a research on my brand. What do you think I should use in the “targeted entities” ? As far as I understand it si compulsory to select something.

    Thanks for your help

    Audrey

    • http://jonloomer.com/blog Jon Loomer

      Hi, Audrey! You definitely need to enter something or your ad won’t reach anyone. I would start by targeting all of the similarly named Pages that cause you problems. It doesn’t need to be a competitor, it could simply be a closely named Page so that people find you.

      Definitely one approach. But I’d also look at targeting people who AREN’T trying to find you. People who are searching out brands in the same industry.

      Good luck!

      • Audrey

        Thank you Jon

        KR

        Audrey

  • Corinne

    Do you have any guidelines on bids?

    • http://jonloomer.com/blog Jon Loomer

      Hi, Corinne! No matter the type of Facebook ad, I’d bid above the suggested range. You rarely pay that much anyway, and you’re then guaranteed it will be shown.

  • Lindsay

    Did Sponsored Results disappear? There isn’t the same options available… only “get more likes”, “promote page posts” and “see advanced options”

    • http://jonloomer.com/blog Jon Loomer

      Hasn’t disappeared, Lindsay. Are you using Power Editor?

      • Lindsay

        Yes, I am using power editor. When I go to create a new Ad, it looks different. I choose the option of “See Advanced Options”. I can fill out “Your Ad” fine, and I didn’t choose to do a story about our page. I filled out “Choose Your Audience” and “Campaign, Pricing and Schedule”.

        However, I am not finding where I specify that I want Sponsored results or where I can put my competitors in so we come up when people are searching out competitors. Does that make sense?

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  • Sarden
  • http://imapro.in/ Gaurav Agarwal ( imapro.in )

    Yes its discontinued :( even I was trying but it shows no option even in power editor

  • Guest

    Hi Jon, i am not sure that this function still working i can´t find it in Powe editor. Can you give me information pls? Thanks.

    • http://jonloomer.com/blog Jon Loomer

      No longer exists.

      • Laura

        Is there something similar we can use or are there other techniques that you would suggest? maybe another article you have written? thanks

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