Facebook Begins Its Ad Consolidation By Eliminating ‘Sponsored Results’ In Search

Last week, Facebook announced that it will be streamlining the ad-buying process by eliminating more than half of its 27 ad units. Today it’s taking one step towards that goal by announcing that it will be eliminating the Sponsored Results unit starting in July.

The unit officially launched in August 2012, allowing businesses to run ads in the “typeahead” results that show up when users enter a search query. The early Sponsored Results campaigns seemed to get a positive response, but the company says it noticed that most advertisers were buying those units to promote their apps and games — and its mobile app install ads and Page post link ads can achieve the same goals more effectively.

Here’s the statement from Facebook:

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.

That doesn’t mean you won’t see any ads in Facebook Graph Search — it’s just the specific Sponsored Results unit that’s being cut for now. Unlike Sponsored Results, Facebook says its other search ad units are targeted based on the user, rather than the search or the typeahead results.

Facebook previously said that its goal in eliminating ad units is to make its entire ad program more cohesive and to eliminate the “guesswork” for advertisers.