The strategy of social networks against search engines was felt as early as 2015.
Facebook has declared a war towards Google by creating its own advertising system. Both Google and Facebook sell print, that is to say the display of an advertisement on the user's screen. The term print is used for display advertising (banner, paving stone, video...).
Indeed, in order to compete with the search engine with Google AdWords and Google AdSense on mobile, Facebook has created its own advertising.
Instant Articles, the advertising system created by Facebook in 2015, allows companies to publish their latest news while staying on Facebook. In this way, different from Facebook articles, Facebook allows companies to keep users on the network. The display is therefore faster, users are captured more easily and the abandonment rate has been reduced to 70%.
Over time, call to action buttons have been added and users have become accustomed to reading articles intuitively without leaving Facebook.
Of course, in order to attract businesses, Facebook was not able to rely only on Instant Articles.
Advertisements were therefore invented, like those issued by Google such as AdSense and AdWords, respectively Facebook Audience Network and Facebook Ads Manager.
Facebook has copied this system by integrating ads in its Instant Articles. There are three types of display: Interstitial, native and banner.
Facebook offers a higher revenue per click than that offered under Google AdSense, which gives it a significant advantage and therefore gives it an argument pushing companies to use Facebook's service rather than that of the competitor.
Facebook therefore clearly competes with Google by offering more interesting and more easily accessible revenues to companies using the social network!
If Google keeps the largest number of users for the moment, we can still wonder when Facebook will overtake the giant in terms of advertising.