Search on Facebook sucks, and so does ad targeting (on searches)

OK, so let’s just be honest.

In all this talk of Facebook being a huge competitive threat to Google … there’s a big missing piece. And that’s search.

Social is great, big, wonderful, exciting, profitable, and growing wildly. Social commerce is going to be big. Social discovery is already huge.

But when you really need to get something done NOW, or find something in real-time … there’s nothing like searching. And the Facebook experience is nothing like the Google experience.

The Google experience is obvious – we all use it. Need something, type something, find something (usually). The Facebook experience is odd … at least when you’re trying to do an actual informational search in a built-for-social world.

By default, Facebook says it’s searching ALL results, out of these options:

  • All results
  • People
  • Pages
  • Groups
  • Apps
  • Events
  • Web results (from Bing)
  • Posts by friends
  • Posts by everyone

This cannot actually be true. In fact, it’s completely false.

We’re currently listing ads for sales consultants in BC, Ontario, and Alberta. Wanting to see the ads in context, I searched for “sales jobs bc” … which ONLY brings up group and business pages, none of which are relevant.

Filtering by people or places brings up zero results. Filtering by groups brings up IDENTICAL results to All Results. Filting by Apps or Events brings up zilch again. Filtering by web brings up Bing results for the search query, which bears no relationship with the results in All Results or Groups. Posts by Friends brings up nothing (for me), and Posts by Everyone brings up a couple of personal status updates.

And then, on top of it all … the ads Facebook showed me while search barely changed from the standard FB ads I always see: local deals, products, groups or people wanting my attention. Few were relevant, and it took many refreshes to see my own ad for sales jobs in BC.

So …

  1. Searching by social doesn’t work well (for this kind of query, and for a lot of the standard Google types of queries)
  2. Facebook search results are not blended results; they are silo’d results … which, particularly in the case of Bing, is a problem in terms of utility (i.e., there’s less than there should be!)
  3. Search query terms do not carry enough weight in Facebook in terms of prioritizing ads to display
  4. Bing ads that are shown in Facebook are severely limited compared to the standard web Bing ads … Facebook’s Bing results show only 2 ads, while Bing.com shows 5.

The upshot?
Social and search may still meet. In fact, will still meet.

Just not today.

 


Want weekly updates? Of course you do …