Facebook's Expanding Search Advertising

ADAM LEVY | July 31, 2019

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The social media company started testing ad placements in search results last December, and it's now expanding those tests to more marketers, according to a report from Marketing Land. Select retail, auto, and (now) e-commerce marketers can opt to show ads in Facebook search results, as well as Facebook Marketplace search results. Search advertising is one of the few areas of Facebook's core app that remains under-monetized. Management started warning of ad load saturation in its News Feed three years ago, and that product remains its biggest source of revenue today. Its second-biggest revenue source, the Instagram feed, is also saturated with ads. Search ads could become a valuable source of ad inventory for Facebook as it looks to add more inventory beyond its core feed products.

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