For a while, newspapers made a lot of money with the classified sections. Craigslist came along and killed that business. Now, Facebook is cloning Craigslist, and is ready to see if they can get some of the revenue from its classified section.
Testing ads on Facebook will begin within the Craigslist-like Marketplace section it introduced last year, the company announced on Friday.
“We are starting a small test that shows ads to a small percentage of people using Marketplace in the US and will evaluate the response before determining how we move forward,” Facebook product marketing manager Michelle Bonner Techel said in an emailed statement.
The test will take the retail variety of Facebook’s dynamic ads that brands use to retarget online shoppers and slot them among the items that they are listed for sale by regular people on Facebook. According to a Facebook spokesperson, back i may, folks in the US posted 18 million items for sale within marketplace.
The ads are going to be similar to Marketplaces’ square-shaped organic listings. They’ll feature they image of a product pulled from the product catalogs that participating advertisers have uploaded to Facebook and will carry the advertiser’s name and a “Sponsored” label.
The ads will only sow after people scroll down on the main Marketplace feed and won’t show ads on any of the category-specific feeds within Marketplace. If you lick on the ad, it’ll open the corresponding product page on the advertiser’s site.
Facebook is working with a small number of brands during the test that have large product catalogs. Facebook will not charge the brands when their ads are placed within Marketplace. The ads are targeted the same way as when they’re placed in the normal Facebook news feed or run on Instagram.
Basically, the test is an extension of advertisers’ campaigns to a new space and serves as the latest example of how Facebook is addressing the ad load pressure in people’s Facebook feeds.