TechCrunch reports that Facebook is testing a cost-per-click (CPC) based search ad in the search header.
They shared a screen shot showing one of the search results labeled as "sponsored."
I personally cannot replicate it but they have word from Facebook that these ads are currently being tested and they are testing charging a CPC for them.
The Sponsored Results will look just like organic results in the typeahead search box atop every page, except for being marked with a tiny word “Sponsored”. Facebook tells me they’ll be sold on a cost per click basis, can be targeted to people searching for any Page, app, Place, (and possibly event) without that business’ permission, and the tests begin tonight.
Sponsored Results are not keyword ads. Advertisers can’t target something broad like “beach”, “games”, or “cameras”. They have to target a specific entity on Facebook, similar to how brands can currently target users with sidebar and Sponsored Story ads based on a user’s interests. For example, Sponsored Results could be targeted to people searching for “Sandals Resort Hawaii”, “CityVille”, or “Nikon Camera”.
A WebmasterWorld thread claims this is only done because Wall Street wants them to earn more money. I am sure this has been in the pipeline for a while but I wouldn't disagree, they need to monetize more and smarter.
Forum discussion at WebmasterWorld.