Facebook Pulling Plug On Sponsored Results

By David Cohen 

Sponsored results became a casualty of both Facebook’s moves to simplify its advertising offerings and the rollout of its Graph Search feature, as the social network announced Thursday that advertisers will no longer be able to buy sponsored results starting in July, and that they will disappear from users’ search results around mid to late July.

Ads on search results pages are still available to advertisers, and Facebook is continuing to work on developing ad formats that take advantage of the functionality of Graph Search.

The social network also cited an overlap with mobile application install ads, the performance of which it has repeatedly touted, saying that sponsored results were being used to promote apps and games.

Facebook said in a statement on the move:

In keeping with the goal of streamlining our ad products, starting in July, advertisers will no longer be able to buy sponsored results. We’ve seen that most marketers were buying sponsored results to advertise their apps and games, and we already offer mobile app install ads and page post link ads on desktop to achieve these same goals.

Readers: Did you think sponsored results were an effective way to reach Facebook users, or do you envision more robust possibilities from Graph Search?