Nanigans: Facebook Search Ads Cost Less, Perform Better Than Marketplace Ads

Facebook’s new Sponsored Results search ads became official last week, and early data from Nanigans suggests they may hold a good deal of appeal for performance-driven marketers.

Since going live, the sponsored results ads have delivered Nanigans customers 23x higher click rates while costing 78% less than the average cost-per-click commanded by Marketplace Ads. In some cases, sponsored results CTRs have exceeded 3%.

Nanigans (AdExchanger Q&A) is a Facebook performance marketing specialist with access to Facebook inventory both as an Ads API partner and a Facebook Exchange approved RTB partner. It is one of a handful of PMDs — also including Compass Labs — to have rolled out support for Sponsored Results ads so far.

Marketers should take the results with a grain of salt, since Facebook search ads are less than a week old. It’s not uncommon for new media channels to cost significantly less immediately after launch, and then normalize quickly according to their performance.

The other caveat here is that we know very little about volume. Nanigans would only say its impressions were in the “millions,” but without a larger test bed of impressions, there’s no knowing whether its results are representative of the bigger ROI picture – or if they will prove consistent across verticals and advertisers outside Nanigans customer base.

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