Facebook started rolling out their new layout to users on February 4th, 2010. This new layout has many different visual alterations, but the most apparent upgrade was the navigation and search box. If we take a look at the differences in layouts- it’s pretty obvious that Facebook is trying to promote their search box. The search box now appears to the right of where you see notifications and messages. Not only is this in an area that is highlighted red when you receive notifications, it’s also conveniently located at the very top of the site- in the center of the page. This area is a hot zone for your eyes- even if you don’t realize it.
Is this an attempt to get users familiar with searching Facebook? Of course it is. With users who are accustomed to search, this enables Facebook to monetize visitors exactly like Google does. Let’s face it- display ads don’t convert nearly as well as keyword targeted ads…
When you browse Facebook, do you notice the advertisements on the right hand side of the page? I know that I surely don’t- and it’s not because I’m an internet marketer. I know how to browse Facebook so well that I don’t even notice any ads on the page. As a matter of fact, I know what I am going to do on a particular page, before the page even loads. I don’t think I’m alone in this category- as most of Facebook’s users have been active for years.
Zuckerberg is challenged with trying to monetize 400+ million registered users who are deeply affected by ad blindness. Although the company is starting to churn profits (or so we are lead to believe…) there is a golden opportunity to align keyword targeted ads on search results. This is exactly how Google cashes in on search, and generates billions of dollars per quarter. According to filed finance documents sent to the Securities Exchange Commission- Google generates 97% of their revenue from advertising, 66% of which is from search. These numbers are astronomical compared to the guesstimated revenue that Facebook has generated. This is certainly a big hint for Zuckerberg…
In addition to displaying these relevant keyword targeted ads, Facebook could be positioned to enter the search market. With millions of daily active users, Facebook could replace Google- and be the one stop shop for internet activity. It will certainly be interesting to watch this unfold- and will ultimately be beneficial for us as consumers if Google has a formidable competitor. We all know Bing and Yahoo! clearly can’t top Google’s mass…
It’s your move, Google.
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I know that I have caught myself typing into this box when I intend to update my status. Facebook needs to do something to monetize it’s traffic. That link to view more ads below the ad block is hilarious though, I can’t imagine a visitor who would want to view more ads…
It is really a nice article .According to me Facebook is really a growing web site but it cannot compete with Google ever.
Honestly I think it’s much simpler than that. Facebooks gotten so huge–not just in user base but also in content offering–that good usability just requires a more prominent search bar.
Even in the old layout, I found myself heading to search all the time, the new layout is even more complex.
There is some truth to what you’re saying though. They tried to monetize with “beacon,” I wouldn’t be too surprised to see them make moves on peer to peer recommendations again.
The difference that will always be between facebook and google. If I search spatula on facebook, I’d be trying to find out how spatula’s relate to my social network–what spatula Kyle uses for cookin mighty eggs. If i search google, it’s cause i want to find out what the world thinks of spatulas.
Facebook just beat google for pageviews in US last month btw. Long way before they get more money though.
Conor-
You bring up some great points, especially about searching facebook and how your query relates to friends within your network. This type of searching is not only more specific, but I think more profitable in the long term. At the end of the day, Facebook still needs to address how they are going to generate more revenue. With these plans of expanding search they will surely be able to better monetize users.
Also- more page views doesn’t necessarily equate into more revenue…