How Will Facebook Graph Search Change Sponsored Results?

With Facebook’s announcement of Graph Search, marketers anxiously awaited to see how they could take advantage of the new real estate. Look at all that space!

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Last fall, “Sponsored Results” started appearing in the search bar. Even though there isn’t much traffic, these ad units are surprisingly powerful. We’ve seen CTR in the 5-10% range, and CPCs of $0.05 – $0.10. Advertisers can use this ad unit to “brand bid” on competitors’ names, or what’s even more powerful is to target a set of users and bid on a wide range of popular keywords.

This is especially sneaky because we’re not really bidding on the keywords, we’re bidding on a set of users to search for anything.

See how Degree Tree and Oxford Seminars come up when I start to search for Coca-Cola?

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So will these ads be effective with Graph Search? Let’s take a look at old vs. new:

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At first glance, Graph Search is a much wider bar – wide enough for them to have replaced the Facebook logo with just the “f”!

The ad still looks pretty good, and it’s not in a “Sponsored” section like before, but they’ve added the “Sponsored Software” badge to let users know it’s an ad. Will this affect CTR?  As Graph Search is released to more and more users, we’re expecting:

Search volumes to increase, since Graph Search one of the 3 pillars of Facebook, as mentioned by Zuck. Might search on Facebook be bigger and more effective than RHS (right-hand side ads)? We think so.

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Graph Search expands search from a single term to social connectedness, geography, and actions. How will us marketers choose to serve ads within this framework?

We think sponsored stories are even more important, since graph search is based on a user’s context ¾ what their friends have done.

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How do we get more results in graph search, paid or not? Get more social actions ¾ likes, comments, check-ins, offers claimed, and so forth. We’re way beyond the days of just growing fans.

Matt Prater spends his professional life managing Facebook marketing campaigns, training agency partners, and working closely with brands such as Nickelodeon, Nike, Viacom, and PBS. His area of expertise includes ad campaign management and project development. Earlier this year, Matt was a featured speaker at several social media workshops for agencies in Bogota, Colombia as a part of the BlitzMetrics Certified Partner program. He graduated from the University of Colorado, Boulder with degrees in Economics and Political Science. Outside of work, Matt is an avid tennis player and enjoys rock climbing, cycling, and travel.

Dennis Yu

About the Author

Dennis Yu
Dennis Yu is on a mission to create a million jobs.

He is the host of the CoachYu show, a digital marketing certification program that partners together with industry professionals just like doctors, engineers, and teachers where people can get trained and have a job at the same time.

He has been building brands and teaching marketing for over 13 years.

Specializes in helping young adults to grow into the leaders of tomorrow, by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.

He developed the Technology Partner for Digital Marketing Agencies and Personal Brands. A RevShare Partnership Program that enables growing companies to stay competitive.

None of this would be possible without the generous support of partners such as DigitalMarketer, Social Media Examiner, Fiverr, GoDaddy, Keap, OmniConvert, Onlinejobs.ph, Tom Ferry, Barry Habib, and others who believe in training up millions of digital marketing professionals.

Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.

Dennis is an internationally acclaimed speaker in Facebook Marketing who has spoken countless times in 17 countries, spanning five continents including keynote events at L2E, PubCon, Digital Agency Expo, Marketo Summit, and B2C Growth & Innovation Virtual Summit.

Besides being a data and ad connoisseur, Dennis enjoys eating spicy buffalo wings or might just spot him playing Ultimate Frisbee under the sun.

You can contact him at dennis@blitzmetrics.com or on one of his social accounts below.