By Conor Bond
Welcome back to another edition of the online advertising news round-up! We’ve got eight stories for you this time: Facebook testing search ads and removing seldom used interest targets, Google simplifying navigation from the image search results to websites, Microsoft Advertising making dynamic search ads (DSAs) bigger, and more! Let’s dive in.
1. Facebook expands testing of search ads
Good news for those of you worried about the increasingly crowded News Feed: Facebook seems to be expanding its test of placing ads in users’ search results. Recently, as reported by Marketing Land, more digital marketers have noticed the option to select “Search” as a placement when deciding where they’d like their Facebook ads to run.
This expansion builds off the initial test that Facebook launched back in December of last year. Now, as was the case eight months ago, this is all the company has to say on the matter: “We continue to test placing ads in Facebook search results and are evaluating whether these ads are beneficial for people and businesses before deciding whether to roll them out more broadly.”
Indeed, even as the availability of this placement expands, it remains pretty narrow: Only select advertisers in the retail, auto, and ecommerce industries have been given access thus far. Plus, even if you are given access, you don’t have much control over which queries trigger your ads—there are no keywords to speak of at this point. Instead, once you’ve decided to give the search results placement a go, Facebook will serve your ads when users enter commercially motivated queries related to your business or industry.
Via Marketing Land.
As you can see, search ads don’t look all that different from standard News Feed ads. Once you’ve written your headline and your text copy, you can elect to use a single image or a carousel of images. At this point, you can’t run video ads in the search results. Also note that the only campaign objectives supported are traffic, conversions, and product catalog sales.
2. Facebook to remove seldom used interest targets
In an effort to declutter Ads Manager and simplify management of campaigns and ad sets, Facebook has decided to sunset thousands of outdated and seldom used interest targets. According to Marketing Land, among the targets getting the axe are things like old movie titles and obscure band names. Accordingly, most Facebook advertisers won’t notice any differences in the management experience.
As of now, these interest targets can no longer be added to new ad sets. If you’re using any of them in your existing ad sets, Facebook will notify you at some point this month. Once you’ve been notified, you’ll be allowed to continue using these interest targets for several months (exactly how many hasn’t been specified) before you’re told to remove or replace them.
Again—this isn’t cause for legitimate concern for most advertisers. Even if the deprecation of these niche targets does impact your business, there’s almost always a workaround when it comes to Facebook advertising. For example, let’s …read more
Read more here:: B2CMarketingInsider