Facebook Doesn't Need to Have a Paid Search Business to Gain Search Ad Dollars
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Everyone’s heard the one about Facebook going after TV ad dollars. But during last week’s quarterly earnings call, Facebook Chairman-CEO Mark Zuckerberg said the company will eventually start to target search dollars as well.
Can Facebook be as good as, or even replace, paid search for some ad objectives? It may sound crazy, but the answer is yes. And the twist is that Facebook doesn’t need to have a full-fledged paid search business — or even be a search engine — to do it.
Before I go on, I want to be clear that I don’t consider Facebook a search property in the way that advertisers think of paid search. Its users don’t go there with intent to buy or do something, the way they do when they search on Google, and there’s no reason to think that will change much in the future.
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