Just a couple of weeks ago, Facebook officially launched its Sponsored Results program, which allows advertisers to place sponsored links in the social network’s search results — and the early results are impressive, according to social advertising and analytics startup Optimal.
Optimal has been running Sponsored Results campaigns for its own customers, but it also tracks brand activity and fan value on Facebook through its Optimal Index (viewable on the company’s home page). So CEO Rob Leathern used the data to answer two questions: Do these units help advertisers target a new audience? And are they actually effective? (Spoiler: Yes and yes, at least so far.)
On the question of reaching a new audience, Optimal looked at the number of people who would have been reachable by targeting a given search term, and then compared that to a brand’s Facebook fans (or others who could have been…
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